Fitness First receives many new members every year. While there are many new members, there are also a lot of churn at 48%. The brief was to design a gift for every new sign-up that would encourage new members to continue their fitness regime, in order to achieve their dream body.

We experimented with die-cuts, paperweights and various binding technics to form the desired tummy with the right thickness and shape. By using the right size D ring-bind in combination with 80gsm paper, only 1 die-cut mould was used. A matt black acrylic cover then holds this together, which is strong enough to hold the yearly calendar and daily wear and tear.

Over 1,000 calendars were given away in the span of 2 months from December 2011 to January 2012. In major Fitness First outlets, attendance shot up 20% to date which is very encouraging.