Ready to Talk? Click here


Client Objective

We started working with PureGym at the end of 2012. At that time they were regularly covered by the trade and fitness media, but with aggressive expansion plans in place, they were looking for an agency that would take their coverage to the next level and help them to become a household name.

Originality and Creativity

A constant stream of creative ideas is required to keep PureGym in the media, day in, day out. Examples of creativity include our ‘midnight fitness’ campaign, where we highlighted to media all the different, perhaps surprising, services that are available to people in the middle of the night, and PureGym’s sponsorship of the first ever football match to be played at Buckingham Palace. This sponsorship resulted in pictures of Prince William surrounded by PureGym branding being beamed around the world.

Strategy and Implementation

We work closely with all gym managers nationwide to find and develop stories for PR purposes. We react quickly to the news agenda when there are health and fitness stories that PureGym can contribute to, and we have a constant flow of creative ideas focused on promoting PureGym’s key USPs, namely their commitment to affordable fitness and their 24/7 opening policy.

Results and Evaluation

PureGym are now regularly featured across the national and regional consumer press and are one of the most talked about gym brands in the UK. Their media presence and profile is reflective of the fact that they are now the largest gym chain in the UK, with an average of 60 pieces of mainstream national and regional consumer coverage being achieved every month.

Featured publications

  • Sky News HD
  • BBC Radio 5 Live
    BBC Radio 5 Live
  • City AM
  • Mail Online
    Mail Online
  • Daily Mail
    Daily Mail
  • Daily Express
    Daily Express
  • Daily Mirror
    Daily Mirror
  • Guardian
  • Metro
  • Evening standard
    Evening standard
  • The Sun logo
  • The Scottish Sun
    The Scottish Sun
  • The Times
    The Times
  • Independent
  • Liverpool Echo
    Liverpool Echo
  • Women's Health
  • Lancashire Telegraph
  • Men's Health
  • Women's Fitness