Growing female membership

Strategic initiatives to boost PureGym’s female membership

Case study

Working with the team helped challenge the way that we were thinking about the female gym market. The project led to clear recommendations that resulted in us achieving our targets in the test sites. The team were extremely easy to work with and as engaged and passionate about the project and outcomes as we were!

Francine Davis, Chief Strategy Officer at PureGym

PureGym is the UK’s largest value gym chain with over 1 million members. They had ambitious growth plans and increasing female gym membership was a key pillar of their plan.

Having worked with a range of operators in the leisure space, we were trusted by their senior stakeholders to develop strategies to improve the gym experience and better attract and retain female members.

We conducted one-to-one interviews with management and analysed the PureGym customer and operational databases. From this we identified the drivers of customer attraction, retention and visit behaviour.

We then undertook site audits and desk research to compare competitor propositions. Whilst on-site, we spoke to members and collected live feedback in face-to-face interviews.

We used a range of surveys to further unpick consumer behaviour, selection criteria, brand associations and concept testing, eventually capturing the opinions of over 10,000 people.

Based upon our learnings, we developed 18 specific recommendations to boost female membership, split into ‘quick wins’ and longer-term initiatives. PureGym have chosen select strategic initiatives to trial across the estate and track the impact on female membership.

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