How do you tailor your proposition to meet diverse audience needs?

Re-addressing the gender balance at PureGym

PureGym, the UK’s largest budget gym chain, wanted to ensure that their proposition was equally on point for both male and female members. They needed to understand what drives women to choose a gym over others and how they could increase satisfaction and drive up participation rates.

Building on internal knowledge to deliver a fresh perspective

We explored member behaviour by analysing internal customer and operational databases, interviewing management one-on-one and conducting site audits. We then benchmarked the proposition against competitors, before conducting extensive quantitative research.

An action plan for implementation and impact

We developed 18 specific recommendations to boost female membership and loyalty, split into ‘quick wins’ and longer-term initiatives. PureGym initially implemented selected initiatives across test sites and tracked the impact on female sign-ups, satisfaction and retention versus the wider estate ahead of further roll-out.