The Gym Group started in 2008 as the first gym in the UK with no contract, 24 hour access and the lowest fees in the sector. In the last 14 years, many direct competitors have not only increased competition, but have overtaken the Gym Group in both member numbers and sites. The main competitor being Pure Gym, which on the surface are very similar offerings.
The Gym Group have never had any brand input until this point, everything was cobbled together through different suppliers, with no-one overseeing the brand in a visual capacity.
My role was to work with external agencies for strategy, PR. comms and design support. The outcome has been a coherent brand language that, for once, lives up to the quality of the service.
It’s early days, but we have already seen an uptick across the board, with comms being more effective, more social media engagement and most importantly, increased member numbers.
