What’s On

Hard Hat sets up Fernwood Fitness’ digital program

Australian chain of health and fitness centre for women, Fernwood Fitness has appointed Hard Hat as its digital media agency. Under this deal Hard Hat will be developing the digital media and social media presence for the brand. The agency has been tasked with implementing a program for improving Fernwood’s website. The agency will also work to increase its involvement across social media channels, as well as extending traditional campaigns in to the digital realm.

Talking about strengthening its digital presence, Bianca Richards, Fernwood’s national marketing manager said, “It’s important to us to remain the experts in women’s health and with a minefield of noise out there we want women to know that the information we are giving them is honest and accurate. Women now are so ‘onto it’ and with the digital space being more vital than ever before, Hard Hat presented a great opportunity for us to be able to do what we do in a much smarter way”.

The company appointed Hard Hat after a competitive pitch in August this year. Currently Fernwood has over 68,000 members and 70 clubs across Australia, which makes it the country’s leading women’s health club.

Hard Hat’s director of strategy Dan Monheit believes that Fernwood’s focus on digital will have a significant impact in both the short and longer term. “The decision to join a health club is not one that consumers enter into lightly, and in 2012 the role that digital plays in these decisions can’t be overstated. The team at Fernwood are so passionate about what they do and the product they’ve created is incredible. Bringing these elements to life online is not only exciting, but something that will make a huge difference to the growth and evolution of the Fernwood business, as well as to the women of Australia – and we’re thrilled to be a part of it,” Monheit added.