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Capitalising on a broader national reach DW Fitness First and Gympass have extended their partnership to attract more corporate customers

“We’ve been able to move even closer to supporting all people to be active, breaking down barriers to make physical activity more accessible” Eamon Lloyd, Gympass


n August 2017, three DW Fitness First sites were added to the Gympass platform as part of a pilot project designed to increase the clubs’ reach among corporate customers. After an initial trial period, during which over 80 per cent of those attending DW Fitness First sites through the Gympass platform were new to the facility, DW Fitness First showed no hesitation in extending the partnership to include 88 clubs across the UK. Such was the success of this rollout, that the final few clubs in the network have now been added to the Gympass platform – totalling 117 sites available to Gympass members across the country. The second largest operator of gyms in the UK, DW Fitness First is positioned across major cities and retail parks. With a strong focus on driving incremental users to the sites, and a particular emphasis on capturing opportunities outside London, Gympass has increased DW Fitness First’s exposure and awareness among local businesses, bringing in those who live or work in close proximity to the clubs. “Since offering our sites to Gympass members, it’s been great to see such an increased footfall to our sites across the UK. It’s been especially encouraging to know that 80 per cent of those people

Gympass and DW Fitness First have signed a national deal are in fact new to DW Fitness First,” says its managing director, Scott Best. “Our mission statement is to support all people to be active and the partnership with Gympass has enabled us to get closer to this goal. With the full estate now available to the Gympass network, we’re looking forward to building on the success we’ve seen so far.”


The partnership with DW Fitness First is unique for Gympass, due to having 70 retail stores, as well as physical gyms. This means the business is perfectly placed to provide everyone from the serious athlete to those just looking to move a bit more, with the products, environment and encouragement they need to be active. The partnership with Gympass has also enabled DW Fitness First to promote its retail offering to a new audience by utilising the reach of the Gympass platform. This, in turn, provides added value to Gympass members.

“Our mission is entirely aligned with DW Fitness First’s,” says Eamon Lloyd, head of partnerships at Gympass. “This has created a great foundation for our partnership and, since working together, we’ve been able to move even closer to defeating inactivity, by breaking down barriers to make exercise more accessible. “As the second largest operator in the UK, the national reach of DW Fitness First has had real benefits for our corporate partners, who typically have multiple offices across the UK,” says Lloyd. “Whether employees are based in Manchester or Bristol, they’re able to access a site close to them. Together we provide a truly inclusive offer for corporate partners and their workforces.” One in four adults in England gets less than half an hour of exercise a week. The Gympass/DW Fitness First partnership seeks to improve this, driving their joint mission to defeat inactivity. To find out more, visit: hs.gympass.com/uk/become-a-partner ©Cybertrek 2020 March 2020


Profile for Leisure Media

Health Club Management March 2020  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.

Health Club Management March 2020  

Health Club Management is the magazine and online community for decision-makers in the global health club, fitness and gym industry.