Reimagining the join journey for a fast-growing fitness brand

Building renewed digital foundations

PureGym is one of the UK's leading fitness brands, and it's growing fast. But its digital estate wasn't keeping up. It cost a lot to maintain, it was hard to change and it didn't stretch easily into new markets.

They needed a new foundation. One that made joining simpler, made room for experimentation and could keep pace with rapid international growth.

A new day

We started with a proof of concept and a blank page. No legacy constraints, just one question: what's the simplest way to become a PureGym member?

The answer was fewer steps, clearer choices and a smoother path from first click to first workout.

That proof of concept grew into a design system and digital architecture that now power PureGym's brochure site and join journey across multiple markets. We redesigned the end-to-end join flow for new and returning members, built a library of reusable components and kept research and testing at the heart of every decision.

Strong foundations for membership growth

The new platform was rolled out across PureGym's digital estate, one step at a time. One join journey across every market. A design system that grows with the business. And a digital foundation that makes launches faster, opens the door to new markets and keeps the PureGym experience consistent wherever you join.

Best of all, it's helping grow the membership.