Agency: The Engine Room
Category: Brand Identity - under £100,000
"XERCISE4LESS HAVE INCREASED THEIR PROJECTED 3-YEAR CLUB GROWTH FIGURE FROM 40 TO 100+ SITES ACROSS THE UK AND HAVE GAINED OVER 69,000 NEW MEMBERS IN JUST 2 YEARS"
The privately-owned 'Xercise Health Club and Fitness' was established in 2006 in Castleford, West Yorkshire. In 2009, the management team made the strategic decision to position the business in the emerging budget gym sector and 'Xercise4Less' was born. By 2011, the business spanned three sites across Northern England with plans for dramatic growth. Xercise4Less realised that they needed a strong brand to help them to achieve this.
Budget gyms are the fastest growing sector in a highly saturated market. Recognising that customers want high quality at a low cost, budget gyms offer a pared back alternative to the mainstream gym, removing luxuries such as swimming pools and saunas and replacing them with more equipment and basic amenities. Many budget gyms grow to a handful of sites but a few market leaders have reached 60-70+ sites.