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Fashion site Asos, Hertz, the RAC, Superdrug.com, Waterstones.com and lingerie brand La Senza has joined as partners on the scheme.

As part of the deal the brands will get exposure in Fitness First and through digital communication with members. Scheme members will offered discounts with the partners. 

Fitness First was appointed Cocktail Marketing to head up the search for lifestyle brands in June.

The brands offer exclusive 12-month benefits for members. The aim is for them to be able to use the scheme through the Fitness First members' site.

This is not the first time Fitness First has looked to create partnerships with brands. Last month it teamed up with Intercontinental Hotels Group (IHG) to offer the gym chain's members free nights at the IHG hotels.

The promotion, which was also negotiated by Cocktail Marketing, offered a two nights for the price of one deal to the gym's members at IHG's Holiday Inn and Express by Holiday Inn hotels.