Project Description

Fitness First

Fitness First is one of the largest gym, health and fitness club groups in the world. It comprises 400 Fitness First clubs worldwide reaching over 1 million members in 16 countries.

The Challenge

Following a full rebrand in January 2014, Fitness First tasked Latitude with the management of SEO migration to a new responsive website, ensuring organic visibility was sustained post-migration.

Key Objectives Included:

  • Transitioning the mobile site to the responsive website by April 2014, ensuring an SEO ready launch.
  • Positioning the new site to grow beyond current performance and improve local SEO performance with an increase in organic visits by 20% Year on Year.


Latitude used the Fitness First site redesign as an opportunity to take our SEO efforts to the next level, starting from the ground up and delivering solid foundations as the core for a successful migration.

Through rigorous critical time planning and collaboration with Fitness First, Latitude were able to establish key points at which SEO involvement was essential during the pre and post-migration phase.

Our structured approach meant the site was SEO ready on launch and as a result, the site’s authority and value were maintained.

Our post migration strategy was to ensure key landing pages and localised search were optimised to maximise relevant visibility, especially given the local nature of gym related searches.




Finalist in the 2014 UK Search Awards ‘Best Use of Search –Travel/Leisure’ category



59% YoY increase in organic visits post-migration

40% YoY revenue increase post-migration

13% uplift in day passes and 10% uplift in memberships