FITNESS FIRST TO CRACK THE MOTIVATION CODE FOR GYM USERS

London, UK, Embargoed until Wed 15th January 00.01am

    FITNESS FIRST TO CRACK THE MOTIVATION CODE FOR GYM
                                                         USERS
-£225m investment revealed as behavioural psychology unlocks key to getting and
                                                       staying Fit-

Fitness First today reveals the transformation of its fitness philosophy, customer
service, and gyms, all of which are being re-designed around the principles of
behavioural psychology. This comes as new research challenges the myth of what
motivates us to exercise, with millions of us beginning New Year’s resolutions to get
fitter in 2014.

Almost a third1 (32%) of people in the UK – nearly 16 million2 – have planned to take
up exercise this year, but of all those who have ever failed to keep an exercise
resolution, nearly two thirds (62%)3 admit that last time they tried this, they stopped
by the end of February. A huge 71%3 stopped by the end of March, equal to 11
million4 people who failed to stick to their New Year’s Resolution exercise plans.

While many of us blame a lack of willpower for this, research5from Fitness First and
Fitness Psychologist partner Professor Stuart Biddle shows that, contrary to popular
belief, motivation to exercise isn’t underpinned by ‘willpower’ but by a range of

1
 32% of a total sample size of 2,106 adults were asked which types of New Year's resolutions they plan to make for 2014
2
  16,057,848 people based on 32% of 50,180,776 UK 18+ years olds (ONS Population Estimates for UK, England and Wales,
Scotland and Northern Ireland, Mid-2012)http://www.ons.gov.uk/ons/publications/re-reference-
tables.html?edition=tcm%3A77-319259
3
  Out of those that failed to maintain exercising, 71% said the last time they didn't succeed at their New Year's exercise
resolutions they stopped partaking in it by the end of March (with 62% saying they had stopped partaking in exercise before
March, as they had in fact stopped by the end of February).
4
  21,075,925 is 42% of the UK Adult population that have not succeeded at an exercise resolution in the past. 71% of 21,075,925
is 14,963,960 which is the number of people that had given up by March.
5
 Cracking the code- the science behind motivation to exercise, by Professor Stuart Biddle and Fitness First.

external factors governed by fundamental human needs. Scientific studies reveal
three specific psychological needs have to be fulfilled before exercise resolutions
become habits through increased motivation:

      Personal Growth: Seeing signs and being given encouragement that we are making
       progress and feeling competent
      Autonomy: Having a choice in what we do, and not feeling pressured into doing it
      Belonging: Having a sense of belonging and feeling comfortable in our surroundings

To create a gym environment that delivers to these needs, Fitness First is deploying
insights from pilot-testing with members and behavioural psychology to push the
boundaries of what a gym provides, backed by a £225m investment over three years.

Fitness First members will benefit from a £45m investment upgrading its 82 clubs in
the UK with new technology, enhanced staff expertise, new workouts and a number
of new services. 20 clubs in London revealed the new Fitness First approach with 34
clubs to be completed in 2014 and the rest by 2016.

Prof Stuart Biddle, explains more, “Most think motivation to exercise is down to
willpower, but it goes much deeper as we need to meet psychological needs to
maintain the habit. If key things can be put in place in order to meet those needs,
then our New Year’s resolutions have a much greater probability of success.

“Specifically, we need to feel that we’re making progress, that we have choices, that
we’re socially connected, and in a positive environment. That means monitoring
how much and how well we’re doing, selecting exercise that appeals, and exercising
with friends or in small groups that enable social interaction in a setting we feel
comfortable in.”

Andy Cosslett, CEO, Fitness First, explains, “For too long we’ve seen people start out
with good intentions to exercise but fail without the right support in place. Gyms
haven’t delivered what members need. We believe people motivate people. So

we’ve built on the principles of behavioural psychology to radically change our gyms
and service so members will crack the motivation code and stay fit for longer.
“We’ve expanded variety and choice offering members a huge range of expertly
created short workouts that are delivered by skilled staff. We know members want
to feel welcome, safe, inspired and not intimidated, and these needs shaped our
new staff training programme, designed with Prof. Biddle, which includes expert
instruction on how to motivate members.”

New innovations to motivate members:
      A new fitness Philosophy: Dynamic Movement Training. Based around natural
       movement. It is faster, more productive and based on Freestyle technique
      Focus on expertise: By 2015 all 2, 200 UK staff – from CEO to reception – will have a
       certified fitness qualification so members always have access to expertise. Globally
       8, 500 staff will be fitness certified to ‘inspire people to go further in life’ by 2015
      Launching Bio Age: a new scientifically designed fitness test that measures your
       biological age and acts as a motivation and behaviour change tool
      A new induction ‘Custom Fit’ that scientifically assesses members’ ‘training
       personality’ in order to establish a uniquely personalised programme from a range
       of over 350, 000
      Creating a Fitness App & Dashboard: enabling members to track progress daily, get
       feedback and connect socially as a community

Commenting further, CEO Andy Cosslett said: “Our £225m investment is a statement
of how serious we are about rewriting the rules of the fitness industry. No gym
brand has gone to this length to support its member’s fitness. From the physical
transformation of our clubs to a bold new brand identity, we are making a quantum
leap forward for fitness and Fitness First.”
                                         -Ends-

For Further information or interview, please contact:
Mark Hutcheon, Director of Communications, Fitness First M: 07739 181 352
Laura Gainsford, Jayne Crooks or Philippa Williamson at Blue Rubicon on 020 7260
2700 or 07826 916 574 or fitnessfirst@bluerubicon.com

To view images of new Fitness First clubs, features and new brand identity, visit
[insert link]

To watch Professor Stuart Biddle talk about motivation and exercise, visit [insert
link]

To read Cracking the Code- the science behind motivation to exercise, by Professor
Stuart Biddle and Fitness First please contact Fitness First or Blue Rubicon

Notes to Editor:
       Survey data collected and analysed by YouGov plc. Fieldwork was undertaken between 24th
        - 29th December 2013. The survey was carried out online from a total sample size of 2,106
        adults. The figures have been weighted and are representative of all UK adults (aged 18+).
        Survey data collected and analysed by YouGov plc. Fieldwork was undertaken between 24th
        - 29th December 2013. The survey was carried out online from a total sample size of 2,106
        adults. The figures have been weighted and are representative of all UK adults (aged 18+).
       The three year £225m investment is split between upgrading clubs in the new brand
        standards, maintenance investment, new club openings of approx 40 clubs plus £42m in the
        Fitness First brand including fitness products, staff expertise, digital fitness technology and
        marketing
       £2m invested in new staff training programmes
       First 20 rebranded London clubs include: Tottenham Court Road, Baker Street, South
        Kensington, Baker Street, The Strand, Poole and St Albans

Red Monday
On January 20th, officially the UK’s most depressing day of the year, Fitness First is turning Blue
Monday red. Fitness First experts and its ambassador Victoria Pendleton will be encouraging fitness
as a natural mood lifter, by hosting free Freestyle team workouts throughout the day for the public
with trainers on hand offering motivational support at its 82 clubs. UK psychologist Cliff Arnall
created a formula to calculate the most miserable day of the year based on lack of sunshine, holiday
debt, failed New Year's resolutions.

About Fitness First
Fitness First is one of the largest fitness brands in the world with over 377 Fitness First clubs
worldwide (including MENA and franchise) reaching over 990,000 members in 16 countries. Founded
in 1993 in the UK, where it operates 82 clubs with 2,200 staff and 189, 000 members.

About Professor Stuart Biddle
Stuart Biddle is Professor of Physical Activity & Health at Loughborough University where he also
works with the British Heart Foundation National Centre for Physical Activity & Health. Stuart is a
world-leading researcher on active lifestyles and is a sought-after international speaker. He was a key
member of the group that drew up national guidelines for physical activity and sedentary behaviour.
He is a Past-President of the International Society for Behavioral Nutrition and Physical Activity and
has worked with the London Health Improvement Board. In addition to research papers, Stuart has

authored and edited several books, including Psychology of physical activity: Determinants, well-
being and interventions.