Design consultancy: Without
Advertiser: Third Space

Executive Summary

In 2015 traditional health clubs were in retreat. Fitness First had seen membership decline by 4% a year for the 6th year running, and Virgin Active was about to reduce its estate by 55%.

Meanwhile, new boutique pay-as-you-go brands invited customers to rock up for a class-based workout with no prior experience, membership or even (in some cases) kit. Within two years, these disruptive businesses would command over 30% of the market. Traditional membership gyms were looking tired, with Third Space no exception.

Here's how the Third Space brand reshaped its business...

Within 3 years of a re-brand, Third Space would see:

  • Turnover grow by 38%
  • Earnings per member grow by 36%
  • A new revenue stream turning over £2m a year

Project Overview