BBC World Service

Working in partnership with Carat

PureGym is the UK’s leading gym chain and a pioneer of the low cost, high quality fitness experience. Founded in 2008, it operates over 260 gyms with more than one million members, making it the largest operator of gyms in the UK. PureGym has a powerful and highly disruptive proposition that is differentiated from traditional UK gym operators. Key elements include affordable membership fees, no fixed term contracts, and access to high quality gyms around the clock.

The Opportunity

Growth within the affordable exercise market meant Pure Gym were looking for a specialist audio company who could support them with brand campaigns. They wanted a clear message and distinct sound that would differentiate them from the competition. They were also keen to work with a production company that understood their capacity led business model, that could react to market changes quickly, and that could efficiently support both national and local marketing activity.

Audio Reaction Strategy


We began by identifying a distinct voice who could lead the audio campaigns, which ensured Pure Gym had a clear brand sound in a busy market. Consistently using this voice, along with simple audio messaging, helped increase brand recognition and recall. Our team also worked with the voice to ensure they were available at short notice, which was an important factor in enabling us to deliver reactive audio quickly and efficiently.

Commercial Production

Identifying Pure Gym’s key messaging, and integrating them into simple audio advertising was at the core of our work with the brand. We understood that their audience came to Pure Gym because of simple pricing, flexible membership and convenient locations. Highlighting these three key factors, and not overcomplicating the commercial production with elaborate creative, meant we were able to successfully engage with millions of listeners. Our team also worked hard to unite both national and local campaigns, working with gym managers to ensure radio campaigns booked in specific areas for individual gyms matched the national brand sound.

Media Planning / Buying

Maximising media spend and reducing wastage was important for PureGym. Working in partnership with Carat, we developed and delivered a number of location specific digital audio campaigns. This included Spotify advertising with age and postcode specific targeting, and ‘distance from local gym’ creative using IP address and location data.