David Lloyd Clubs have always been different to your average gym. While the rest of the gym and fitness market had a ‘gym’ price war, we took the high road and created a premium lifestyle and wellness brand.

Our strategy unlocked both short and long term business growth and delivered a barbell bending £140m of additional membership revenue across a 7-year period. Talk about PBs.

A deep understanding of our audience was key. They didn’t want or need just another gym, they didn’t want ‘harder better faster’ fitness messages, they wanted to spend quality active time together week in week out – they wanted to elevate their every day. This was the core of our strategy.