Case study
PureGym x native - "pumping up" student engagement
Since opening its first UK branch in 2008, PureGym has become the heavyweight of affordable fitness. Many UK students may already be familiar with their entrance pods and personalised weights, but university is typically the first time young people have control over their own health and wellbeing – providing a prime opportunity to lay the foundation for fitness habits that will last beyond their university grind.
We sat down with Joanne Forshaw, Senior Marketing Manager at PureGym, to find out how partnering with native lifted their presence across 20 strategic locations this year, helping introduce fitness to students.
Challenge: keeping Gen Z “lifting” long-term 
In the fitness world, generating sign-ups is a challenge, but keeping members lifting long-term? That’s no mean feat.
With an average of 50% of gym-goers quitting the treadmills after six-months, PureGym is understandably looking at how they can grow and retain their member base for the long-haul.
The answer?
“[Gen Z] students, they’re a huge focus for us – and are key to maintaining the growth of our business,” says Joanne.
Out of the UK’s 2.9 million students, 85% are exercising regularly, squeezing in high-intensity spin classes and box fit and more around their deadlines and society nights at the Students’ Union.
What remains is putting PureGym firmly on students’ radar and turning their one day-visits into rolling monthly memberships that run beyond their uni years.
And where better to start than with Freshers?
According to native’s research, more than 42% of students want to see health and fitness brands on campus, and 19% are actively planning to spend on their wellness era in the early weeks of a new uni year.
With this in mind, PureGym knew it had to get in front of students early.
Solution: PureGym “pumps up” Freshers with fitness-inspired games 
Joanne and her team worked with native to handpick university campuses that were perfectly positioned near PureGym locations in high-volume student cities – opting to activate across Warwick, Cardiff, Newcastle, Sheffield, Liverpool , Manchester, Edinburgh, Liverpool, Southampton, Brighton, Northampton, Birmingham, Coventry, Lincoln, Aberdeen, Leicster, Cambridge and Oxford.
Whilst the campuses might have been familiar, this year PureGym took a fresh approach to their student campaign. In response to students’ desire to spend with affordable (74%), trustworthy (47%) and authentic (34%) brands, PureGym staffed their activations themselves – with local trainers getting hands-on to build real connections with students.
As Joanne puts it: “Our team being able to talk to people about training while playing a game… helps show that gyms are really approachable, not intimidating spaces.”
To create a buzz on campus, PureGym had students battling it out against their trainers in basketball shooting challenges, trying their luck at the claw grabber for custom socks or 1L water bottles, and cracking codes for a shot at a free membership.
And, to take part in the action? Students had to scan a QR code , allowing PureGym to gather valuable data of interested students for re-marketing.
The best part, though? Students who engaged with PureGym also gained access to an exclusive offer – “Up to 30% off for the first 6 months” – perfect for the 36% of students who, according to native’s research, take advantage of student discounts during Freshers.
Results: PureGym “levels up” brand perception
Gen Zs may already have known the PureGym brand – but this campaign ignited a whole new level of engagement.
At PureGym’s Freshers’ tour locations, 100% of students were satisfied with their experience, and 90% interacted with brands. Students described the event as “Very fun and interactive” and “Great, bigger than expected.”
And, it wasn’t just students who were hyped. When speaking with Steph Mott, Assistant Gym Manger, on site at Oxford she shared her excitement about the high level of student engagement and confirmed that her team had taken great value from the event.
By the end of their 20 location Freshers tour, they’d stopped over 50,000 students in their tracks. 1 in every 2 students went on to subscribe to PureGym to get a discounted student membership, as well as to get invaluable health and fitness tips, tricks and more.
But the impact wasn’t just about the numbers. The campaign successfully paved the way to transform PureGym from a familiar name to a relatable, accessible brand among students.
Reflecting on the tour, Joanne said: ” I feel like [Freshers] was a really good opportunity for all … Our team were able to share PureGym’s mantra that everybody is welcome.”
Ready to crush your brand’s goals? At native, we specialise in elevating brands in the student market year-round- both online and on-campus. To see what we can do for you, get in touch today.