Project Overview
One of most successful iPad apps for the fitness industry. Our print magazine is cutting-edge, and the brand a market leader in the industry. Absolutely loved by the readers and a key inclusion into Fitness First's Digital strategy. Positioned to be the best iPad magazine in the world. It is built using the Oomph digital publishing platform that provides all the interactivity that allows for awesome curation of content.
Project Commissioner
Fitness First/ Active Media Group
Project Creator
Team
Analee – Content editor
SoDUS (Jess / David / Carla) – Page designers
AMG (Christina / Alison / Olle) – Production team for video creation
Michael Ryan– Publisher
Keith Ahern - CEO Mogeneration
Tom Adams - CTO Mogeneration
Lisa Walton - Marketing Director - Mogeneration
Project Brief
Fitness First is a global health club with strong digital foundations unpinning their success. The journey onto the iPad is another successful move for the health club. Created to add value to the club members and others - with rich media integrated into it, it becomes not only a great read but an essential tool for the gym.
This magazine Regularly ranked no. 1 in the health and fitness category in the app store. A remarkable success story.
Fitness First Magazine provides the essential tools to create and sustain an active, healthy and balanced life. Jam-packed with practical training, nutrition, weight management and lifestyle information, the Fitness First magazine is all you need to take your health, fitness and wellness to a whole new level. Download the NEW Fitness First Magazine App and you will also have access to exclusive photos and videos you won’t find in the magazine. And best of all, you can experience it in two ways: hold vertically to view on your iPad, or turn horizontally and swipe through a digital replica of the entire print version.
The great thing about using the Oomph platform is we have access to leading edge technology that only enhances the brand.
Project Innovation / Need
Fitness First is a global health club with strong digital foundations unpinning their success. To demonstrate and reiterate our position we wanted to introduce an iPad version of the publication. So, it was definitely not in response to demand, but more a strategy to confirm the Fitness First brand as a market leader.
Fitness First operates in 15 countries with over 1.2 million members. A secret to their success is their early adoption of digital media, they have published their Fitness First magazine on the iPad using Oomph since November 2010.
Fitness First magazine is Australia’s highest circulating bi-monthly health and fitness magazine. Not only does the iPad provide another channel for generating advertising revenue, but a more important factor leading to the decision to publish on iPad was to hold their place as market leader as a health and fitness publisher.
“Fitness First is headed by a very techno-savvy, early-adopter type; so the opportunity to enter the digital/ipad format was appealing from the very beginning. It was a strategy to ensure the Fitness First brand is regarded as a market leader” says Analee Matthews, Editor of Fitness First magazine. “Ultimately, it was to make money via advertising” says Analee, “But that said, the recognition of being a market leader in terms of authorities in the area of health, fitness and wellbeing and providing our expertise to the globe via this interactive, fun and enticing format is where our focus lies right now.”
User Experience
Our users enjoy the training videos, the additional video tips and information from authors, the exclusive content that isn't included in the print version of the mag, and the interactivity.
The iPad magazine exists not as a clone of the print magazine, but an extension of the brand which allows the user to interact with the brand and be delivered information in a more engaging and personal way. Analee notes: “The iPad is the perfect way to provide information to users we would otherwise be unable to share. For example, the exercise videos play an important role in allowing people to actually see the correct form rather than guessing from a sequence of static images.”
“I think the iPad issue is great. I love the videos showing exercise instructions and products as well as training and nutrition tips. It’s the best way to interact with the Fitness First magazine.
“I love, love the iPad version of your magazine. I can pick up what ever I was last reading as it keeps your spot, right where you left it. It doesn’t get all old and wrecked from repeated readings and it doesn’t mysteriously disappear from the coffee table.
“Your iPad magazine is amazing.The presentation and little live tutorials are fantastic, great idea whoever came up with this. I was even t my iPad to the gym to look at the live examples whilst trying out the new program regimes in edition one and two.
Project Marketing
We promote the app throughout the gym - and in our print magazine and via the in-house TV channel that plays in the clubs around the country. Also to clients/advertisers during meetings.
It is regularly featured within the Apple App store top rated - which continues to boost downloads.
We sell advertising specifically for the iPad offering our clients the ability to have rich interactivity combined with tight analytics. This is a key addition to members and helps us attract digital savvy advertisers which boosts our brand.
Fitness
This category relates to applications that promote or provide a service around fitness.
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