Swim Suit Collection

Client: David Lloyd Clubs

January is the key commercial month for Britain’s fitness industry and competition is fierce. Everyone is shouting very loudly, most all saying the same thing.

So whilst the temptation to lean into the ‘new year, new you’ category norms was huge, we encouraged our clients to take a different approach to cut through. We discovered that British professionals were increasingly blending work and wellness, thanks to hybrid working policies. We coined this STEALTH HEALTH. DLC facilities now include beautifully designed workspaces, and we felt this was the differentiator the nation needed to know about. The creation of the Swim Suit Collection gave us a unique opportunity to highlight the ease and convenience of working from a David Lloyd Club. It was a low budget, hugely successful campaign, delivered purely through PR that significantly contributed to DLC’s most successful customer acquisition campaign in the last decade, which delivered a 7% sales increase and 16% membership enquiry increase.