Personalisation a top priority for Fitness First's new marketing chief

Finding new ways to engage and inspire members using personalisation experiences is top of the list for Fitness First’s new head of marketing.

Matt Fletcher was officially confirmed as the health and fitness centre operator’s head of marketing this week. He was most recently a director at Brand USA for A/NZ, and has a background in commercial sales and marketing for several travel retailers and organisations including Contiki Holidays, STA Travel and Intrepid Group’s Dragoman brand.

Fletcher replaces Samantha Bragg, who has since taken up marketing leadership role at Oporto. Fletcher said he was thrilled to be taking on a leadership position in such an iconic brand.  

“At a time when health and fitness is more important to Australians than ever before, the growth potential for Fitness First is significant. I’m looking forward to working with a fantastic team of people to implement some integral pieces of work across the brand and find new ways to engage and inspire our members,” he said.  

“I’m incredibly grateful to the team for the work they have done to position Fitness First as leaders in fitness and I look forward to bringing what I have learned in the travel industry to explore new opportunities for the brand.”  

For Fitness First general manager, David Aitchison, the priority is improving engagement through more tailored member experiences.  

“Personalisation is a top priority for Fitness First and we have invested heavily in building the foundations to enhance our member experience,” he said.  

“Being able to draw on his experience in senior marketing roles, Matt brings a wealth of knowledge in brand development and an authentic leadership style that is going to add tremendous value as we enter a new phase of growth and development.  

“With Matt’s commitment to putting our members at the heart of our business, I’m extremely confident he is the right person to guide us in offering a best-in-class experience to our members.”  

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