Building 'The People's Gym'
With a huge ambition for growth, this fast-growing brand of budget gyms toned up their image to take on the market's big players...
Xercise4Less provide some of the largest and most up-to-date fitness facilities on the market at the lowest membership prices. The original identity and communications strategy had served to get the business up and running but was now dated, lacked any sort of personality and needed differentiating to achieve dramatic growth.
The club wanted to be seen as the number one choice for value: low cost fitness with high quality facilities. The business needed a brand strategy that not only represented that, but would also appeal to a very wide target audience, from teens to the retired.
Early stages involved defining a position for the brand – where would it sit in the market? The current identity was primitive and projected a lot of ‘low-budget’ and very little ‘high quality’. Following a number of insight sessions with gym managers and directors across all Xercise4Less sites, The Engine Room built a new brand on the grounds that a gym should not be an exclusive facility, but accessible to everyone.
The brand was themed ‘The People’s Gym’, a reflection of the core values of the business: Xercise4Less is for everyone – old, young, fit and unfit. A flexible brand architecture was developed and utilised to suit different consumer groups, segmenting the mass target audience and rolling out a more personal approach to sales.
Products and services were sold through specifically branded marketing materials and the ‘Xercise4’ master brand spanned across individual concepts and sub-brands such as ‘Xercise4Women’ and ‘Xercise4Students’. The business is now able to appeal to a hugely extensive audience with both their image and communications that have granted unparalleled returns.
- Xercise4Less gained a record-breaking 5000+ new registered memberships within the first three weeks of launching two new clubs under the new brand.
- The clubs have gained over 69,000 new members since 2011.
- Turnover increased by 120% (£1.8m) in 2012, compared to the previous year.
- The club originally planned for a further 40 clubs to open by 2016; they are now projecting over 100.
- The new brand supported Xercise4Less in positioning itself alongside a supermarket giant, in a recent deal that saw the chain opening its first gym within a Tesco store.
- The rebrand project won a prestigious Design Effectiveness Award in 2014.
“The brand has exceeded all of our expectations. We broke the record for new registrations within three weeks of launch. The brand has given us the confidence to push our growth aspirations further in the market and we’re seen as a much more credible player with both suppliers and competitors.”Jon Wright, CEO