FITNESS FIRST - LIVE. LIFE. LONGER.

Fitness First UK launched a multi-channel brand campaign built around a single concept: BioAge. Using EGYM's AI-powered system, members can assess their biological age across key markers including strength, cardio fitness, flexibility, and metabolic health. Their BioAge score is then used to create a personalised training programme.

The campaign rolled out across billboards, bus shelters, digital channels, and in-gym touch points. It launched with a social experiment in which a calisthenics athlete, disguised in a full prosthetic "old man" costume, entered a busy London gym appearing frail and helpless — before surprising members by performing advanced calisthenics routines.

Fitness First's research found that 43% of Brits are now familiar with the concept of BioAge, 32% believe their body is ageing faster than their chronological age, and 84% want support to improve it.

Why this matters: Many gyms sell transformation, but Fitness First built its campaign around measurement — and that's a fundamentally different value proposition. When members can see their biological age drop by three years over six months, it becomes a powerful retention mechanism. The brands that give people a number to chase, rather than a vague feeling to aspire to, are often the ones that build the strongest loyalty.

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