Fitness First, the sports and retail gym group have become the first ever channel sponsor of Sky Sports Mix, Sky’s free to air sports channel. This partnership between Sky Sports Mix and Fitness First provides the perfect platform to support both companies’ missions to encourage interest and participation in sport at all levels. 

The “Great Starts Here” campaign aims to reach a wide demographic from people who regularly enjoy sport and fitness, to those just looking to move a little bit more. Promoting the sports equipment available in store and the training environments available through their extensive gym portfolio, Fitness First aim to provide the inspiration and encouragement for people to embrace sport and activity at any level.

Paul Barrett, Head of Commercial Partnerships at Sky Media said: “Sky Sports is a highly established and credible platform, and brands recognise the power of association with this most premium of content. Sky Sports Mix creates the perfect opportunity for Fitness First to develop their brand proposition through talking to a sports entertainment-loving audience via an ‘always on approach’.

“This serves to deliver against DW’s objectives; but it also acts as the core foundation for a much deeper partnership that drives business growth by leveraging the touchpoints that exist across the broader Sky ecosystem.”

Following DW Sports & Fitness’ acquisition of Fitness First last year this is the first brand campaign from the Fitness First group. The 12-month deal, originated by Sky Media with Electric Glue, features idents created by Hatch London around Sky Sports Mix programmes, and focuses on people playing sports as well as gym goers.

Simon Orpin, CEO at Electric Glue, said: “Fitness First is in a unique position in its sector, combining both an extensive retail estate and network of gyms. The partnership is built upon the creative thought of “Great starts here” and the multiple media opportunities that the partnership provides, across the customer touchpoints of both partners, brings to life the full range of creative work produced by Hatch in a hugely compelling and effective way.”

Lee Pinnington, Director of Marketing at Fitness First, said: “Following the acquisition of Fitness First, Fitness First is now the second largest health club operator in the UK. Combined with our 90 retail stores, we are perfectly positioned to fulfil our vision to become the biggest end to end sports participation brand in the UK. The partnership with Sky is really exciting, bringing together Fitness First, a business that is all about sports participation and Sky, the leading UK broadcaster for Sports Entertainment. The partnership allows us to reach new audiences to encourage participation by people of all ages and abilities, whatever their great is.”