Challenge

How did we take what was seen to be just an ‘expensive gym’ to a lifestyle brand that played a massive role in its members lives and deliver strong revenue driving work with a sector disrupting brand platform.

David Lloyd has always been different to your average gym, so while the rest of the gym and fitness market had a price war, we took the high road to premiumisation

Our best in class integrated brand response strategy unlocked both short and long term business growth and delivered a barbell bending £140m of additional membership revenue across a 7-year period. Talk about PBs.

A deep understanding of our audience was key. They didn’t want or need just another gym, they didn’t want ‘harder better faster’ fitness messages, they want to spend quality active time together week in week out – they wanted to elevate their everyday. This was the core of our strategy