Fitness First launches new brand identity

Dubai: Fitness First, a health and fitness chain, said on Monday that it has introduced a new brand identity and philosophy. The philosophy is based on the principles of behavioural psychology, the company said in a statement.

Fitness First has also introduced new products, such as Freestyle Training, which includes freestyle group training classes, and will be launching Hardcore Maxx, which is based on the science of dynamic movement training.

The new brand identity will be extended to 80-100 clubs that are part of a five-year expansion plan in new markets.