Fitness First Asia this week unveils its partnership with Imagine Group, producer of The Biggest Loser Asia series to produce a first-of-its- kind major reality TV show called “Fit for Fashion”, which aims to transform the lives of 14 ordinary people through fitness and fashion. Scheduled to hit Asia’s TV screens via StarWorld in Q4 this year, Fit for Fashion aims to help transform ordinary men and women into fit, stylish and confident individuals.
The programme essentially targets the everyday person and seeks to portray fitness as a holistic experience. Featuring inspirational contestant transformations alongside customised expert fitness and styling advice, the overall winner also stands to walk away with a US$100,000 cash prize.
Fitness First also unveiled its new brand logo in Singapore and introduced two new classes based on cutting edge exercise science: Freestyle Group Training and ProCycling (a collaboration with Olympic medalist Victoria Pendleton) – all in line with the company’s new global brand strategy. The move follows Fitness First’s announcement last month to pump in more than US$140 million to fuel its Asian growth over the next five years. As part of its regional expansion strategy, Fitness First will also invest heavily in a slew of new club openings, existing club refurbishments, as well as the latest fitness technology innovations, amongst others.