Executive Summary
Glasgow Club's legacy as the City Council's sport and leisure membership scheme was evident in their brand communications which failed to truly resonate with their wide-ranging target audiences. The brand was tired and dated, lacked vibrancy, personality and struggled to cut through in a very crowded market with an inconsistent look and tone of voice.
In recent years, Glasgow Club has faced increasing pressures from national fitness brands with multi-million-pound budgets boasting celebrity endorsements and the new, highly competitive budget chains offering 24/7 access. Add to that the complex health and social problems that Glasgow Life aim to...