myPureGym app

Indicia

The team

Ellie Jones, Demelza Owen, Dave Boddington, Matt Hawkins, Matt Sanders, Rob Mustoe, Luke Campbell.

How did the campaign make a difference?

The myPureGym app took the brand to myriad new customer touch points. In six months, 110,581 unique users downloaded the app, accounting for over 40% of the membership base. Nearly 3.5 million sessions have been launched. It has also helped drive acquisition by letting non-members find their nearest gym.

What details of the strategy make this a winning entry?

Pure Gym is the fastest-growing gym chain in the UK. By focusing on delivering innovative ideas, they have become market leaders, with 35% of the affordable fitness sector. The business is built on four pillars: no-contract membership, from £10.99; free classes; over 220 pieces of kit in each gym; open 24/7. The challenge was to deliver a practical, digital solution that no other UK gym chain had brought to market. Something entirely customer-centric. Loyalty was also an important consideration. People join gyms full of healthy ambitions, then after a few months, inertia sets in. The challenge for Pure Gym was to keep customers motivated, focused and inspired. Research indicated there were also potential issues with the number of staff at gyms and the services on offer. If the gym was busy, how could a user get advice on unfamiliar equipment? Another challenge was to devise a fast, easy way to make booking classes simple, accurate, intuitive and uncluttered. With smartphone usage high, a bespoke, free mobile app was the most effective way to meet the needs of Pure Gym users.

How did creativity bring the strategy to life?