Redefining Exercise to Help Members Achieve their Dream
No longer just a leader in weight loss management, but also an expert in fitness prescription – We’ve helped Slimming World redefine exercise and provide their members with the tools they need to achieve their dreams
Slimming World has become the UK and Ireland’s leading weight loss organisation with more people choosing to attend a Slimming World group each week than any other weight loss programme. They support millions of people, both in our groups and online, to lose weight and to adopt new habits to stay healthy and active for life.
Designed by experts, their Food Optimising plan is well established, but their Body Magic activity programme required more resources for their online members.
Through facilitating a 2 day brand workshop, we immersed ourselves in the unique Slimming World culture, where the importance of empowering and inspiring their members to make their own changes is fundamental.
Using behavioural science, we developed an activity strategy, inline with Slimming World’s Body Magic programme, designed with a focus on reducing the barriers to exercise with enjoyable, inclusive sessions and gradual increases in durations.
64 low-mid intensity activity sessions were filmed in the 1FitLife Studios. The science based workouts were structured in attainable segments of 5, 10 and 15 minutes, so Slimming World’s members were able to adopt a routine before gradually increasing their activity levels, and completing longer sessions. We recruited training professionals that were able to create the right environment and use the right terminology to encourage the low level or inactive target market to make exercise a sustainable lifestyle habit.
“The activity videos have made members feel we now offer a more holistic, ‘complete’ package of support. Key reasons why members like them are that they find them easy to follow, they love the variety on offer and the different levels. 75% of group members and 70% of online members who’ve used them told us the activity videos have made them feel more active.”
Digital Metrics, 2021 – 2022