DMI Powers New Fitness First App to Bring a Personalised Experience and Professional Workout to Mobile Customers

CustomFit App’s New Feature Set Enables Fitness First to Innovate for Changing Customer Needs in an Industry Disrupted by Mobile

BETHESDA, Md. — Sept. 6, 2016 — Fitness First, the global fitness club brand, has updated and “mobilised” the brand through “CustomFit”, its fitness app, with the help of mobility experts DMI. The CustomFit app, available for download on Android and Apple devices, builds on Fitness First’s established reputation as a professional fitness brand to engage users in the emerging connected fitness industry.

Fitness First and DMI developed an enhanced mobile strategy that put the individual at its heart with a roadmap of feature updates that continuously enhance the user experience. CustomFit is currently available to all, expanding Fitness First’s customer base beyond existing gym-goers and serving new mobilised audiences.

.@DMI2002 updates @FitnessFirstUK CustomFit app with bespoke workouts & more: http://tiny.cc/6shjey #mobility

  • 24/7 fitness: Users are able to tap into workouts designed by Fitness First professionals, at home or in the gym, with or without machines – anytime, anywhere.
  • Each user is unique: The new Fitness Logic™ system delivers a tailored experience by learning user preferences to build personalised workouts and help create new lifelong fitness habits.
  • Making fitness social: New features, developed by DMI, provide an in-app booking system for Fitness First group exercise classes and enable users to share their progress and personal best with other users and friends, via leader boards. The updated UI can track and analyse progress in real time to give users a snapshot of their fitness journey.
  • Keeping fitness relevant: Both companies’ relentless focus on optimising the customer experience has enabled Fitness First to innovate and remain competitive in a market currently feeling the effects of digital disruption.

Ed Hutt, CIO at Fitness First, said:
“Studies show that we have specific psychological needs to increase our motivation when it comes to exercise, and we’ve designed the app’s new features to fulfil these. People value autonomy – having a choice in what they do and not feeling pressured; they need encouragement early on that they’re making progress and are also motivated by feeling comfortable in their surroundings. With DMI, we’ve been able to deliver personalisation and choice, as well as reinforcing progress within the app, which users can access anywhere, anytime, as suits them.”

Magnus Jern, president of DMI International, said:
“Just as mobile has disrupted how we live, work and socialise, the fitness industry is witnessing a mobile revolution. Changing customer behaviour in favour of using health wearables and mobile devices as a core part of their fitness programme has signalled the emergence of a connected fitness industry. We are excited to work with globally recognised fitness expert Fitness First to develop new features for CustomFit that meet the changing needs of customers and take the business to the next level of its mobile strategy.”

About DMI:
DMI, the world’s first end-to-end mobility company, combines all the skills and services necessary to deliver mobile enterprise solutions. Built to reinvent business through mobility, DMI has expertise in mobile strategy, UX, web and app development, omni-channel commerce, brand and marketing, big data management and analytics, and secure mobile device, app and data management. The company’s unique, integrated approach to mobility has resulted in dramatic growth as well as an expanding client base, which includes hundreds of Fortune 1000 commercial clients and all fifteen U.S. Federal Departments. Additional information is available at www.dminc.com and on LinkedIn, Twitter, Facebook, and Google+.

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Nadel Phelan, Inc.
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DMI
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