Hutcheon joins the gym operator in an international role that will sit on the new management team led by chief executive Andy Cosslett.
Fitness First operates 430 gym, health and fitness clubs used by one million members in the UK and 15 international markets including Australia, Germany and Hong Kong.
Hutcheon is charged with building an international communications function to tell the company's growth and development story after its recent restructuring under new owners.
He will take up his new role in March, reporting to Cosslett.
Hutcheon has been at ReputationInc since 2005, advising international brands including Travelodge, Diageo and Virgin Atlantic on comms and reputation building.
Before this, he co-founded Stakeholder Communications in London, a comms, government affairs and stakeholder engagement agency, and was a director of Drury Communications Northern Ireland between 1997 and 2002.
Cosslett commented: ‘We have big ambitions for Fitness First and are aiming to secure our position as the clear leader in the international fitness industry. Our plans for the future involve significant investment in rejuvenating our brand, updating our club facilities and expanding our business footprint across the world.
‘Mark’s job will be to design this communication strategy. It will involve creating a clear and compelling set of messages for the business, working with regional management to put in place a process for managing our internal and external comms better and raising our profile and stature with media, government, suppliers and other business partners.’
Hutcheon said: ‘The opportunity to help turn Fitness First into one of the world’s most innovative and successful health and fitness brands is why I am joining. We have the chance to pioneer new ideas at the heart of the personal health and fitness industry as it continues to enjoy its growth boom.’