Fitness For Today, Health For Life
Fitness First (fitnessfirst.co.uk) earns a Brand Analyzer score of 86 out of 100, placing it in the Strong Brand tier among Sports & Fitness brands, Healthcare brands. Among 1152 Sports & Fitness brands analyzed, Fitness First ranks in the 88th percentile (category average 74, leader 97). The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark. Dimension scores: Name Quality 78/100, Digital Presence 100/100, Visual Identity 100/100, Messaging Clarity 95/100, Trust Foundation 87/100, AI Discoverability 73/100, Brand Authority 71/100.
Fitness First is a British multinational fitness center chain founded in 1993 and headquartered in Bournemouth, UK. Owned by Oaktree Capital Management, it operates gyms offering modern facilities, personal training, and a variety of classes including Reformer and HYROX. The brand targets health-conscious individuals in urban areas seeking accessible fitness options to support both immediate and long-term wellbeing goals.
| Brand Name | Fitness First |
|---|---|
| Domain | fitnessfirst.co.uk |
| Industry | Sports & Fitness, Healthcare |
| Founded | 1993 |
| Headquarters | Bournemouth |
| Parent Company / Owner | Oaktree Capital Management |
| Main Competitors | PureGym (90/100), The Gym Group (87/100), Virgin Active (85/100), David Lloyd Clubs (82/100), Anytime Fitness (90/100), Nuffield Health (87/100), Planet Fitness (75/100) |
Moz Domain Authority 58/100 vs category average 41 / leader 93 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #363,811 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Fitness First has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Explore Fitness First" (Meta description too short (3 words). OG description present but brief) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:type, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on X (Twitter), Instagram, LinkedIn, YouTube, GitHub; no detected presence on Facebook - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Fitness First scores 66/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Fitness First has a moderate AI-visibility profile at 66/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (71/100) and its weakest is trust (58/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #363,811 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Fitness First from memory (August 2026) - a sign these signals are paying off.
Live results from asking a general-purpose AI assistant about the brand, checked August 2026.
When asked "What is Fitness First?", Claude could identify the brand as of August 2026. Fitness First is a major gym chain operating health clubs across the UK and internationally, offering gym equipment, group classes, and personal training. It has historically been one of the larger budget-to-mid-range gym operators in Europe and Asia. Best known for Being one of the UK's well-known large-scale gym and health club chains.
When asked "Best brands similar to Fitness First?", Claude would recommend Fitness First as of August 2026. It's a widely recognized gym chain that would naturally come up when discussing established UK fitness club brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Fitness First's main competitors include PureGym (90/100), The Gym Group (87/100), Virgin Active, David Lloyd Clubs, Anytime Fitness (90/100). These companies compete in the Sports & Fitness space for similar customers, offering comparable products or services.
Sources: Brand Analyzer scan
Fitness First and PureGym are competitors in Sports & Fitness. Brand Analyzer scores Fitness First at 86/100 and PureGym at 90/100. They target overlapping audiences; the right choice depends on your specific needs and priorities.
Sources: Brand Analyzer scan
Popular alternatives to Fitness First include PureGym (90/100), The Gym Group (87/100), Virgin Active, David Lloyd Clubs, Anytime Fitness (90/100). Each is an established option in the Sports & Fitness space; the best fit depends on your specific needs, budget, and required features.
Sources: Brand Analyzer scan
Fitness First has moderate AI-search visibility, scoring 66/100 on Brand Analyzer's AI visibility composite (visibility 68, trust 58, recommendation 71). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Fitness First official site
Fitness First was founded in 1993. Fitness First operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Fitness First is headquartered in Bournemouth. Fitness First operates in the Sports & Fitness category.
Sources: Wikidata
Fitness First scores 71/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Fitness First official site
Fitness First offers gym memberships providing access to fitness equipment, personal training services, and a variety of group fitness classes, including Reformer and HYROX. These services are designed to support both immediate fitness goals and long-term health and wellbeing.
Sources: Fitness First official site
Fitness First is a British multinational fitness center chain founded in 1993, headquartered in Bournemouth, UK, and currently owned by Oaktree Capital Management. It operates gyms across urban locations, providing exercise facilities, personal training, and group fitness classes to members seeking to improve their health and fitness.
Sources: Fitness First official site
Fitness First can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Fitness First official site
Fitness First is owned by or part of Oaktree Capital Management. Fitness First operates in the Sports & Fitness category.
Sources: Wikidata
Fitness First operates gyms that provide members with access to fitness equipment, personal training services, and a range of group exercise classes such as Reformer and HYROX. The company focuses on delivering a well-rounded fitness experience that supports both short-term workout goals and long-term health and wellbeing.
Sources: Fitness First official site
Fitness First is used by health-conscious individuals in urban areas who are looking for accessible gyms, personal training, and varied fitness classes to support their overall wellbeing and long-term fitness goals.
Sources: Fitness First official site
Ranked closest to Fitness First: Crunch Fitness (86/100), Canyon (86/100), Formula 1 (86/100), FotMob (86/100).
A step up - brands to learn from: theSkimm (91/100), Vivid Seats (91/100).
Category leader: Complex (97/100).