Years of category conformity had left the brand struggling to stand apart and another campaign wasn't going to change that. So instead of rushing to market with a new brand promise, Fitness First invested $25 million upgrading its clubs across NSW. So for us, the challenge was how do we reclaim that relevancy without just being another fitness brand." Rather than briefing creative and media separately, Leo Australia and Spark Foundry were brought together from the outset alongside the Fitness First marketing team. "I didn't want this to be about paid media," Dunseath said.