<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=3051357468442033&amp;ev=PageView&amp;noscript=1">
jw-logo-1
5eb3c421c8c4590004435135

CASE STUDY

How Fitness First bridged the gap between their in-person fitness classes & digital video during lockdown

The Challenge

When the UK went into its first lockdown during the pandemic, like much of the world, Fitness First had to quickly speed up its digital marketing strategy. Operating since 1993, Fitness First built much of the gym industry in the UK, and today they’re using innovative tech solutions to further grow the industry. With nearly 50 fitness clubs located across England (most in London), Fitness First started using JW Player this year for their digital fitness video strategy. Their marketing strategy uses an online video showcase, in-app WebView, on-demand workout videos, a robust newsletter, and live workouts to reach thousands of new & returning viewers each week.

With a wealth of knowledge about the UK’s fitness industry—including class instruction, equipment, customized workouts, and personal training—Fitness First needed a quick solution to get their existing fitness content online. Getting their brick-and-mortar teams to be able to work online required technical know-how and a straightforward solution anyone could understand.

We had dipped our toes with video before, using YouTube and Instagram. The vision is that our player solution beds into everything that we do moving forward, to deliver more value for our members and help them make the best of our fantastic gym floors. The lockdown massively accelerated our plans and gave us the time to invest in our content and a solution to deliver a really great experience.

Anne-Laure Kujawski, Fitness First Marketing Director

The Solution

With lockdown restrictions shutting down their physical fitness centers, Fitness First created an online video strategy to offer fitness courses not just for their members, but anyone. On a mission to lift people’s spirits and provide support for everyone’s fitness journey, Fitness First launched free fitness classes via their FitX player, powered by JW Player’s Showcase Videos are available on the web and through the DW Fitness First Core mobile app via WebView.

To differentiate with other online fitness brands, Fitness First utilizes its extensive knowledge of the industry through a regular video newsletter and a free content library accessible to anyone, including non-members. Making their content accessible provides them the opportunity to reach more potential customers and opens up a strategy for expansion in the future.

[JW Player has] been pretty straightforward; it’s quite a simple and efficient ready-to-go tool which is really important. We’re not technical on that front. We’re marketers effectively, so it’s really good that anyone can use the player, create playlists, use pre-existing content...and the tagging element makes it really easy. A smooth onboarding process!

Anne-Laure Kujawski, Fitness First Marketing Director

The Result

90+

on-demand classes

50+

hours live streams/month

700+

daily plays VOD

With the help of a dedicated support and account team, Fitness First was able to transform their content strategy quickly. Using existing and new fitness training videos, Fitness First is on a path to build an entire fitness ecosystem for their members and the community at large, bridging the gap between their physical, in-person fitness centers and a new digital marketing strategy utilizing video & live streaming.

We chose JW Player because of the support level that we get and the ‘sturdiness’ of the technological solution. An important element for us is account management. We decided not to go with Vimeo where if anything goes wrong, you’re kind of on your own. We want to feel supported, challenged, pushed to maximizing the use for our video solution.

Anne-Laure Kujawski, Fitness First Marketing Director

Ready to see JW Player in action?

Contact Us

Who is JW Player?

JW Player is the most powerful and flexible video platform powered by the fastest, most-used HTML5 online video player. We combine world-class software with unique data insights to help digital businesses deliver amazing video experiences, grow audiences, and maximize revenue. JW Player pioneered video on the web over a decade ago and continues to innovate as the world’s largest network-independent platform for video delivery and intelligence.

How LGBTQ Publisher Q.Digital Experienced Hockey Stick Growth in Video Views

As the world’s largest LGBTQ-owned and run media network (ranked by Comscore), Q.Digital operates four digital brands reaching 9.5 million LGBTQ consumers each month. With original video programming via their Queerty TV series and sponsored video content with major corporate sponsors, Q.Digital is continually growing their video presence online and rapidly working to increase ad impressions and revenue through a video strategy.

Learn More

TAG Heuer drives 600% increase in conversion by implementing a premium video experience with JW Player

TAG Heuer (the luxury ecommerce retail brand) implemented a premium video content strategy using JW Player to future-proof their business in 2020.

Learn More

How Classplus Reached Millions of Online Students During the Pandemic

With a best-in-class online video player strategy, Classplus managed to grow their customer base 4x during the pandemic. A rapid increase in online learning in India helped fuel the growth, and with JW Player technology powering their B2B educator online videos, Classplus now hosts over 5.6 million videos online.

Learn More

How HELLO! Magazine Generates Revenue with a Video-First content strategy

British magazine HELLO! managed to grow their video viewership by over 123% since 2020 by utilizing a video-first content strategy. This has enabled them to grow viewership and revenue rapidly, even during the pandemic.

Learn More

How SNY increased their online video viewership & engagement with a video-first strategy

The Emmy Award winning sports network SNY.tv broadcasts to seven million homes in the New York metropolitan area, and nine millions homes across the country with exclusive coverage of the NY Mets, NY Jets, and all things New York sports.

Learn More