The Gym Group launch new on-demand fitness with Fiit

Our fast-tracked roll-out, in light of COVID-19 and the temporary closure of physical sites, enables members to exercise at home.

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The Gym Group (TGG), the no contract, 24/7, nationwide operator of 175 low cost gyms has announced the launch of an exciting new on-demand fitness product provided by the highest rated fitness app in the app store, Fiit.

The Fiit product completely integrates with TGG’s member journey, providing virtual classes in gym through Fiit Studios and pods, as well as extending their service into the home. Rufus Leonard worked with The Gym Group to fast-track the planned launch date by one month in light of COVID-19 and the temporary closure of physical sites. The launch and early roll-out of the new on-demand fitness at home product offers immediate accessibility and a fitness lifeline to those struggling with the current restrictions in place.

Richard Darwin, CEO of The Gym Group commented: “The launch of this innovative new product enhances and delivers a best in class fitness offer for our members. Even before the outbreak of COVID-19 we had recognised the unique service that Fiit provides, both at home and in our gyms.’’

Jasper McIntosh, CIO The Gym Group: “It’s hard to overstate the importance of this launch for us; it’s an invaluable way for us to communicate and connect with our members at a time when we have no other way to do so. The Rufus team have been extraordinary in getting this live; taking a proactive approach to solving intractable problems.’’

This is a landmark partnership in the UK fitness industry, bringing together physical and on demand offerings and the highest rated fitness app in the app store*, with the UK's best value 24/7 gym. The partnership and investment will advance the aim of both companies bringing affordable fitness to all. 

Founded in 2017, Fiit provides a range of interactive fitness classes for people of all levels to do, anytime, from the comfort of their own home. Fiit uses a wearable fitness tracking device to provide the user with live stats on calories, heart rate and reps. It also hosts the UK’s only live leaderboard HIIT classes, allowing users to join scheduled classes throughout the day and compete against friends, family and other users. The unique ‘Fiit points’ system allows people to compete based on effort rather than fitness level, enabling users of all abilities to enjoy the competition together. 

The Gym Group will be making the app available to all its members for a substantially discounted price, initially £7.99. Members will enjoy huge variety, with over 500 classes available, from yoga to HIIT to strength and conditioning, and new classes released every week.  Furthermore, they can choose from a range of training plans depending on their fitness goal as well as track their progress over time, using results from the connected fitness tracker.  

This strategic partnership will support both businesses in providing members with a multi-channel fitness experience, allowing them to exercise on their terms, however they want, whenever they want.

Daniel Shellard, CEO and Co-Founder of Fiit Limited commented: “As part of our mission to make fitness a habit for everybody, partnering with the UK’s leading low-cost gym operator made perfect sense. It will allow us to bring our excellent fitness instructors and addictive workouts to c800,000 who are already signed up to exercise. We developed Fiit to provide a unique, low-cost, on demand offer and this partnership and investment from The Gym Group will give us the platform for further rapid growth.’’

*Apple App Store as at 25/03/2020

Rufus Leonard

Ever since our founders, Neil and Darrel, started Rufus Leonard 29 years ago, we have been helping businesses create extraordinary experiences for their colleagues and their customers across all touchpoints. We do this with an engineering mindset, which means we’re both visionary thinkers and detailed doers. We believe this holistic approach is critical for success in an increasingly complex world. Our integrated offer enables us to design, build and fine-tune the engines of Extraordinary Brand Experience – Organisational Engagement, Brand Optimisation, Service Design & Build and Technology. Supporting brands like Lloyds Banking Group, British Gas, Reckitt Benckiser, Royal Mail, Stagecoach, BBC and Aggreko.

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