BJL Group Limited for PureGym

We bring the kit. You bring the incredible.

PureGym is one of the UK’s fastest growing gym brands and boasts over 1 million members at over 200 locations. It’s become famous for a low-cost approach and the ‘democratisation’ of gym-going, a no annual contract policy and 24-hour access.

We’re building on their significant success to date by taking the brand to the exciting next phase of growth by creating a deeper, more emotional relationship with members.

PureGym has a belief that everybody is incredible regardless of level of ability – a space to celebrate the incredible in everybody. We summed this up as ‘We bring the kit. You bring the incredible’. And so the ‘Bring Your Incredible’ campaign idea was born.

The idea juxtaposes ordinary equipment such as the humble exercise bike against a backdrop of energetic workouts and incredible life experiences – people with different motivations, from all walks of life.

We worked closely with PureGym’s in-house team to develop a fully integrated campaign that runs across TV, print, digital and social, CRM, in-club and a range of other recruitment communications – all inviting people to bring their incredible.

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