We love what Fitnesss First has done with the relaunch of that much challenged brand. From an EVP perspective very few people who had been employees or customers of Fitness First through the GFC had anything positive to say about them, but recessions are tough things on brands, tougher still on EVP propositions.

It’s hard to think positively about a brand that’s laying off staff and whilst doing everything it can do, and sometimes shouldn’t, to hold onto customers.

Comments? Thoughts?