Articles

Often, brands that begin as pioneers in their industries, that become the trendsetters and leading voices, fizzle out over time. If they fail to reinvent themselves or fail to adapt to new customer needs or simply, fa...

With trends such as pilates and cycling rising in popularity, businesses continue to capitalise on the fitness sector by introducing classes such as Soul Cycle and Pure Barre, fitness health clubs and trendy boutique...

The growing offer of gyms, referred as the ‘gym boom,' was the result of new marketing strategies and motivated rebrands from already positioned gyms, in an attempt not to lose their customers - and gain new ones....

The start of a new year brings with it resolutions and, thus an exponential increase in gym memberships. For UK challenger brand the Gym Group, differentiation was key to achieving cut-through. The organisation, alongside Mancheste...

Earlier this year, formerly-middling gym brand Fitness First launched a fitness and brand revolution that has drastically reimagined the way in which a gym thinks about exercise. With detailed research into the psychology of exerci...