Under the offer customers can enjoy a free five-day pass and a personal training session. But out of condition gyms might enjoy a personal training session of their own, and mobile marketing companies would be ideally placed to provide it. 

Under the Fitness First/O2 scheme, customers that opt-in to mobile marketing and live in a postcode within three miles from a Fitness First gym, can expect to be bombarded by text messages about the offer.

The target market is 18 to 35 year olds with an interest in health and sports. Surely they’ll already be members won’t they?

Not so, according to the respective marketing managers. "O2 Media has, with Fitness First, delivered a campaign that ticks every box for the aspiring media planner,” said Mobile has long talked about the power of relevancy, targeting and location-based campaigns.

"Through putting the customer at the heart of our thinking,” he continued, “we’re able to offer truly unique media offerings that break new ground and drive market leading response rates."

Truly unique? Surely something’s either unique or it isn’t?

Fitness First marketing manager Sophie Lawler-Hall said a highly targeted mobile campaign would ensure maximum effectiveness. “Mobile is one of our most successful acquisition tools to date. We are delighted so many O2 customers have already taken up the offer."