Challenge
Over seven years, we partnered closely with David Lloyd Clubs (DLC) to develop a media strategy that combined rigorous data analysis with innovative brand-building tactics. Our aim was clear: to drive both short-term member acquisition and long-term brand perception, all while navigating a rapidly evolving fitness market, a global pandemic, and a cost-of-living crisis.
By integrating performance-driven and emotionally resonant media campaigns, we helped DLC thrive in a challenging landscape, solidifying its position as a
premium lifestyle brand.
Solution
Our media strategy was built on a foundation of data and tailored to deliver measurable impact through four key phases:Solution
1. Data Foundations (2017-2019): We focused on short-term member acquisition, using linear attribution models to measure campaign responses across TV, paid social, and direct mail. By developing econometric models for 92 clubs, we optimised local and national media investments for maximum efficiency.
2. Brand Building (2020): To shift perceptions, we launched campaigns like "Have More We Time," leveraging emotional storytelling through heavyweight TV and outdoor ads to position DLC as a lifestyle club.
3.Post-COVID Recovery (2021): With strategic share-of-voice dominance in TV, we phased reopening campaigns to rebuild memberships while emphasizing reconnection post-lockdown.
4. Resilience Amid Cost-of-Living Crisis (2022-2023): We reinforced DLC's premium positioning with the “Elevate Your Everyday” campaign, balancing brand perception and member acquisition in a challenging economic climate.
Result
By shifting perceptions and reinforcing DLC’s premium positioning, we achieved a 16% increase in UK membership and enabled the brand to command membership fees 150% higher than the average gym—driving a 19% rise in market revenue share and generating £137m in incremental revenue from 2017 to 2023.
By shifting perceptions and reinforcing DLC’s premium positioning, we achieved a 16% increase in UK membership and enabled the brand to command membership fees 150% higher than the average gym—driving a 19% rise in market revenue share and generating £137m in incremental revenue from 2017 to 2023.
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