David Lloyd Leisure Rebrand

David Lloyd Leisure Rebrand

An international brand repositioning and business building programme that set David Lloyd Leisure apart from the competition.

The Opportunity

As the UK’s premier racquets, health and fitness club, David Lloyd Leisure wanted to rise above generic competitor fitness and well-being claims and asked us to find a distinctive consumer positioning that would achieve this across the UK and Continental Europe.

The Solution

Using strategy and insight, we created a new proposition based on the brand’s core values as a family-minded business with a heritage of professional excellence and a product range that supports a holistic well-being claim. Our proposition raised David Lloyd Leisure above the competition with a more inspirational message: the desire to keep fit is not the end in itself, there is a higher purpose, and that is ‘to enjoy life to the full’. The repositioning showcased the premium status of the brand, adopting a new premium and modern colour palette, updating the highly recognisable David Lloyd Leisure logo by rescaling its trademark graphic for added dynamism and clarity.

The Result

With a powerful new strapline – ‘LIFE. Be fit for it’ – the rebrand positioned David Lloyd Leisure in a different class to the competition. It also created the platform for us to deliver consistent and inventive insight-based marketing for years to come across David Lloyd Leisure clubs across the UK and Continental Europe.

David Lloyd Leisure – Acquisition Campaign

David Lloyd Leisure – Acquisition Campaign

We generated a phenomenal volume of membership enquiries by showing that keeping fit can be fun, too.

The Opportunity

David Lloyd Leisure needed to keep acquisition and retention rates high by showing the range of great facilities, sports and classes it offers.

The Solution

As lead creative agency for David Lloyd Leisure, we consistently created commercially successful acquisition campaigns. Here, we created a dynamic, spirited, fun campaign in an engaging tone of voice, full of personality, designed to encourage membership by showing that getting fit and keeping fit fit can be fun. Our campaigns broke the mould in the sector, showing that David Lloyd Leisure understands there are many reasons why an individual or family might join a health club, whether it’s looking sharp, getting in shape for the beach or simply being able to take the kids for a swim.

The Results

Our campaign was so phenomenally successful it attracted 92,400 membership enquiries within 12 weeks.

David Lloyd Leisure