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The Gym Group’s new campaign wants to further democratize fitness for all 

Ali Mcclintock
Ali Mcclintock
Managing Director, Marketing Technology UK
3 min read
3 January 2024

Keeping costs low is one way to democratize fitness, but when getting real value out of your membership, we know you have to believe you’ll get there often.

So, in its new hyper-localized marketing campaign, The Gym Group focuses on one single-minded message: “There’s a Gym Group ‘round the corner.”

The campaign is the debut work of the new agency of record DEPT® and highlights how there’s most likely a Gym Group around the corner – over 50% of UK adults are within a 15-minute drive – thus eliminating the barriers to kicking off the year with a new and convenient workout routine. 

There’s a Gym Group round the corner” rolls out when people are most primed for change, doubling down on showing how you may be closer to their goals than you think. Knowing how proximity plays a crucial role in achieving fitness goals, the campaign seeks to highlight how The Gym Group breaks down barriers to exercising and gives people a great value fitness experience. 

Bad day? There’s a gym group ’round the corner. 
Great day? There’s a gym group ’round the corner. 

Achieving your fitness goals is hard enough without taking two tubes and a bus just for a class. Or rearranging your furniture every time you want to work out. The campaign is brought to life through the lens of all the ways we try and incorporate working out into our routines. Dramatic home workouts, runs in bad weather, living room lunges, makeshift equipment like bags of rice or tins of beans, taking the stairs on the tube…. with one clear solution – the better way to achieve your January fitness goals is at ‘the Gym Group round the corner.’

Amy Binns, Head of Marketing Communications for The Gym Group said, “This hyper-local campaign is all about demonstrating how we break down barriers to fitness and offer exactly what people care about when it comes to choosing a great value, high quality, and conveniently located gym. It’s brilliant to work with the team at DEPT® on this exciting new campaign, supporting us at this most important time of year in the fitness calendar!”

January comes with its fair share of problems and so many brands are looking to be the solution. Well, this is one of those wonderful times you discover you’ve been sitting on what your audience wants all along. Good quality, low cost and extremely close by – So it makes sense just say it over and over and over again,” said Bel Moretti, Creative Director, DEPT®. 

The through-the-line campaign includes CTV, social, branding, OOH, DoorDrop, and audio, and was created and produced by DEPT®. The digital agency was awarded as The Gym Group’s creative agency after a competitive pitch in late 2023.


Managing Director, Marketing Technology UK

Ali Mcclintock

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