Magazine article Marketing

Esporta Hires Farm for Health Club Campaign

Magazine article Marketing

Esporta Hires Farm for Health Club Campaign

Article excerpt

First Leisure's health club brand, Esporta, has brought in Farm, the agency formed by former political lobbyist Derek Draper, to help it win a bigger slice of the booming fitness and leisure market.

The move comes as the 26-strong Esporta chain prepares for a stock market flotation next week, after demerging from First Leisure. It is also launching Eden, a health club concept aimed at the over-40s.

Marketing manager Mike Berger-North, the former head of marketing at Savacentre who joined Esporta last September, has briefed Farm to develop a national brand proposition for Esporta.

This will be followed by an advertising campaign in the spring. Previously, marketing for the clubs was handled on a local basis. John Ayling and Associates will handle media, and Promote will handle PR.

Farm, together with design agency ZGC, will also be involved in the launch of Esporta's new Eden brand. Eden will be aimed at those over-40s who want a childfree environment.

Rather than hard exercise, it will focus on areas such as body toning, hydrotherapy, relaxation and socialising in bars and restaurants.

"We believe there is a gap in the fitness market between young professionals and older people looking for a social club to belong to," said Berger-North. …

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