URBANFITNESS, a new London-based gym concept, launched its first site in February 2016 and 100AND10% was tasked with the creation of the brand and subsequent roll-out across all associated collateral, design and activation of the gym’s pre-launch/launch marketing strategy, design and build of the gym’s fully responsive website with built-in ‘member only’ area and design, production and installation of all onsite branding and signage.

URBANFITNESS offers state-of-the-art equipment and facilities but with membership prices comparatively less than London-based competitor sites; the challenge was to position the gym as a high-end, premium facility through the creative use of copy and language, combined with the use of imagery, whilst still clearly communicating the competitive membership pricing structure.

The website was a key marketing tool in the pre-launch phase and formed part of a comprehensive digital strategy which included social media campaigns, HTML and video. Print collateral included posters, flyers, on-street signage and local tube station advertising. The brand was also incorporated throughout the gym with large-scale artwork and signage.

100AND10% continues to support URBANFITNESS since the opening of Aldgate site as the brand targets its next site in the Capital.

• Member numbers at launch >45% vs. original target
• Top 3 positions achieved in SEO rankings for agreed key search terms
• Total marketing spend saving >10% on budget
• Total signage and wayfinding spend saving >25% on budget