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Business Creativity™

We are a digitally savvy, integrated agency who believe it's ideas that create business.

Spirit Health Clubs

60% increase in membership created

  • Spirit Health Clubs
  • Spirit Health Clubs
  • Spirit Health Clubs

Business Challenge

Part of the InterContinental Hotels Group, Spirit Health Clubs needed to improve brand awareness and increase membership throughout their 40–club network

Insight

Visiting several competitor gyms confirmed our extensive market gap analysis and data profiling that there was a real opportunity to attract a whole new membership for Spirit

Idea

To break away from the market clichés and reposition Spirit Gym as the gym that appealed to the over 35's and their completely different attitude to health and fitness. A new tone of voice, identity and brand positioning which encapsulated the lifestyle and health benefits of membership were created and then communicated in a targeted and integrated campaign across outdoor, press, POS and digital.

Business Created

Since redeveloping the brand, Spirit has experienced an increase in membership levels and sales way in excess of expectations; close to 1400 new members in a single month; 51% on budgeted sales and 60% increase on membership year–on–year.

60% increase
 

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From the Blog

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