Total Fitness change’s organisational structure to drive customer-centric decision making

Kerry Curtis, Head of Brand Development

Total Fitness has made two new appointments to their newly created brand development team, which will oversee the implementation of customer led brand strategies for the leading fitness brand and its 15 clubs in the North of England and Wales.

Employing a different approach to the typical fitness industry organisational structure, Total Fitness has chosen not to take the traditional route of a dedicated fitness team, instead forming a brand development team that will think differently, driving innovation through customer insight.

Having joined Total Fitness in September 2018 as Head of Marketing, Kerry Curtis has been appointed to Head of Brand Development and will be leading this unique new team. Kerry will be taking a customer centric approach to the development of brand strategy and product implementation throughout the business.

Working closely alongside Kerry, Dean Zweck has been appointed as Product Development Manager, after joining the fitness brand in September 2019 as Personal Training Manager. Dean will focus on the creation and implementation of health and fitness products across Total Fitness’ 15 clubs.

The team’s approach has been evident in the development of the new small group workout product, Squad Sessions. These new sessions went through a full and rigorous product development journey inclusive of focus groups and concept validation. Squad Sessions are just one of the eight ways of working out offered by the fitness brand, which champions the middle market health club sector by offering a variety of ways to exercise and access to more diverse facilities.

Dean Zweck, Product Development Manager

The pair will also be working across upcoming brand developments both within the existing estate, and along with a new club concept. The new club concept will be designed using a member first approach from the ground up, with customer experience at the heart of the journey, and not just the fitness kit they will be using.

Kerry Curtis comments on her appointment: “I’m excited to be heading up the newly created brand development team with customer-centricity at the heart of every decision we make. As an industry of fitness lovers, we all too often develop products for ourselves instead of our members and allow our suppliers to lead on innovation. Over time we recognise that this can make for an equipment-first, experience-later product.

“By absorbing the core fitness product into the brand function, we can ensure our approach is intrinsically customer-centric, richer and thought-leading, rather than risk the fitness provision existing in a silo. We’ve brought our members on the journey of our product developments; they are really engaged and vocal, and I have our mid-market, community feel clubs to thank for that.”

Dean Zweck comments on his appointment; “Since joining Total Fitness, I’ve been able to see first-hand exactly how our organisation works differently, ensuring our customers’ needs are top priority. With this new role and the wider brand development team, we’ll be able to really listen to our members across all of our clubs to build an unrivalled brand experience and create products which we know they will love.”

Total Fitness is the leading mid-market health club in the north and provides more ways to get fit, stay in shape, and provide more support to keep members focused. With 15 health clubs across the North of England and Wales, Total Fitness provides a full-service fitness offering; guided by knowledgeable and supportive fitness teams, the brand works hard to meet the individual needs of its members.

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