Working out a new approach
PureGym offers its members low-cost, flexible memberships, with 24-hour entry to gyms around the UK.
It was finding that its call center staff were answering lots of similar questions every day.
With fewer staff on the gym floor than most, the team wanted to find a way to keep the lines clear for more critical contact.
A self-serve experience
Members can let themselves into their gym at any time of day or night, to get their workout fix.
We created an online Membership Hub with the same approach.
Members log in using the same PIN that opens the gym doors. And once inside, they can book classes, manage accounts and find answers to FAQs, all in moments.
To add a touch of exclusivity to the hub, we pushed the existing brand to create an online sub-identity just for the members using it.
And to help people find what they need, we used our information design and UX know-how to get them exactly where they wanted to be.
Don’t stop moving
To promote the hub, we rolled out the hub visuals out across ads for in-gym touchpoints, from locker doors and corridor walls, and even personal trainers’ T-shirts.
This brought a taste of the online experience onto the gym floor — to drive awareness of the hub and get people moving towards it.
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