Guerrilla Marketing Strategy: Fitness First Gym

One of the new laws in the Health Care Bill requires restaurants to place detailed nutritional facts next to all menu items. In Germany, a fitness club beat us to the punch. Working with local restaurants near their gyms, Fitness First printed the total amount of calories and the hours required to burn them off directly on food receipts. Customers were then able to use their receipts as a voucher for a free workout session at one of Fitness First's 19 gyms in Berlin.