Pure Gym

Defining a fitness experience for everyone

Branded Environment - Sport - Fitness


When Pure Gym launched in 2009, its flexible, low cost, no-contract approach set it apart from the rest in the fitness world. Pure Gym asked 20.20 to create a fresh new look and personality for the brand that would excite current gym-goers and attract new ones, taking the Pure Gym experience to the next level.

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Together, 20.20 and Pure Gym defined a fitness experience to make everybody feel welcome, comfortable, and energised. New zoning and brand communications give these large format spaces a sense of place, moving from a functional atmosphere to an empowering community.

We designed areas for specific gym activities, ensuring the mood and pace of each zone was appropriate and motivating through large scale graphics and a distinctive brand voice that gives people the confidence to achieve their personal health goals.

We found the 20.20 approach to be collaborative but balanced with a healthy amount of challenge and fresh thinking" Paul Denham Proposition Development Director
Our concept has re-energised the Pure Gym brand.


Since our first concept for Southampton opened:

+ Initial membership growth of 14%

+ Overall satisfaction increased by 18%

+ Members who definitely recommend PureGym increased by 87%

+ ‘Female friendly’ increased by 22%

+ ‘Inspiring place’ increased by 18%

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