Pure Gym: The journey to market leader

Richard Law

PureGym, a chain of fitness clubs, became market leader in the UK by reinventing its communication strategy to create a more targeted approach.

Campaign details

Brand: Pure GymAdvertiser: Pure GymAgency: iProspect Manchester; Carat Leeds

Executive Summary

This paper shows how advertising enabled Pure Gym to progress from a start-up business in 2009, positioned as a budget option at the low-cost end of the premium priced gym-membership category, to become market leader by 2017 (focusing on 2014-2017).

Advertising has played a key supporting role within the growth and success of the business. Marketing communications, integrated across multiple channels and disciplines, have consistently delivered short-term customer acquisition whilst also building a differentiated brand that has broken the conventions of the...

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