MASTERCLASSING

The Gym Group partners with Fiit for on-demand fitness offering

David Murphy

The Gym Group (TGG), the no contract, 24/7, nationwide operator of 175 low cost gyms, has launched an on-demand fitness product provided by the Fiit app, and facilitated by digital agency Rufus Leonard.

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. TGG said 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.

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

Founded in 2017, Fiit provides a range of interactive fitness classes for people of all levels to do, any time, at home. It uses a wearable fitness tracking device to provide the user with live stats on calories, heart rate and reps. It also hosts live leaderboard HIIT classes, allowing users to join scheduled classes throughout the day and compete against friends, family and other users. The ‘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. Users will have access to over 500 classes, from yoga to HIIT to strength and conditioning, and new classes released each week. They can choose from a range of training plans depending on their fitness goals, and track their progress over time, using results from the connected fitness tracker.

“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,” said Fiit co-founder and CEO, Daniel Shellard. “It will allow us to bring our excellent fitness instructors and addictive workouts to around 800,000 [people] 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.’’