HEALTH & FITNESS Nuffield eyes brand makeover


Nuffield Health has hired London-based consultancy Handsome Brands as the char- ity attempts to drive expansion across its network of health and wellbeing services. Handsome’s brief is to


overhaul Nuffield’s branded architecture across the entire business. It will join the cre- ative team already working with Nuffield to make the company “more relevant and modern for the digi- tal age.” This team includes advertising agency Now, which is behind Nuffield’s current TV campaign “Small Victory.” “We believe that it is an incredibly excit-


Handsome Brands managing director Joe Bachle-Morris


ing time for Nuffield Health, their new ‘above the line’ campaign and organisation of the business is really beginning to define what Nuffield Health are about; focusing com- pletely on the customer and their wellbeing,” said Handsome MD Joe Bachle-Morris. With a broad spectrum of health and


wellbeing services including private hospitals, health clubs, corporate healthcare and physio- therapy, Nuffield is intensifying efforts to promote


its integrated care pathways. In October 2014, it signed £330m worth of debt facilities to further its strategic development plans, which include a significantly increased presence in the health club market, particularly in London. Te tie-up with Handsome will see the con-


sultancy overhaul its internal and external communications, with audiences including consumers, corporates and health profession- als. Delivery for the initial brand architecture and guidelines is due at the beginning of April 2015. Details: http://lei.sr?a=E8Y7r


Gyms tap into extreme challenges trend


The growing popularity of extreme fitness challenges such as Iron Man events and triathlons, has led to a raft of new training tie-ups, as health clubs scamper to offer their expertise and facilities to the booming market. Endurance events have


b ecome incre a sing l y prevalent in recent years, with extreme fitness identi- fied as a major trend in the Fitness Foresight section of the recently-published 2015 Health Club Handbook (p.20) Since then, the industry has seen Virgin


Active announce a partnership with Tough Mudder, while gym chain Xercise4Less has this week unveiled a new tie-up with Total Warrior. Holding six events in 2015, in Leeds, Te


Lake District and Edinburgh, each Total Warrior pushes participants to their limits across a brutal obstacle course challenge. Te partnership sees Xercise4Less become the “official place to train” for people taking part in a Total Warrior event, and it will also urge its


© CYBERTREK 2015


Consumers are increasingly willing to splash out on extreme events


200,000 strong membership base to take part. Xercise4Less will also be offering discounted membership to anyone who registers to take part in a Total Warrior event, as well as roll- ing out “Warrior Training” at each gym site. “When taking on an exercise regime, fac-


ing challenges and overcoming obstacles is all part of the journey,” said Xercise4Less COO Stuart Perrin, who noted there is natural syn- ergy between Xercise4Less and Total Warrior. Details: http://lei.sr?a=j2Q9m


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