David Lloyd Health Clubs New venue launch and customer acquisition

Founded by British tennis icon David Lloyd, the David Lloyd Health Club chain is one of the fastest-growing in Europe, having built a reputation for being a venue for a healthy, balanced lifestyle rather than simply a gym.

Although visitors to the venues are always impressed by the facilities (there are on-site childcare facilities, a workspace, a café and bar, and much more), often the immediate barrier of price means that people rule them out as an option before even fully investigating.

At WAA Chosen, our job is to ensure that people understand the value the Health Club offers, promoting the emotional benefits of the business rather than just the functional equipment.

Using a combination of connectivity (media, opinion formers, influencers) and event activation, we are engaged to ensure that the opening of a David Lloyd club is met with the enthusiasm, and indeed the demand for membership, that it truly deserves.

Our work at their newest site in the Midlands has seen us engage with regional media to showcase the investment at the club, organise journalist and influencer ‘taster’ sessions to capitalise on high-profile new trends such as the emergence of Padel, as well as producing content that can be shared by local influencers.

WAA Chosen has drawn on its track record with gym chains, including Esporta and Virgin Active, along with its unique leisure-venue insights, to find the most engaging angles for engagement, ensuring that the club as achieved one of the highest conversion rates from show-arounds to membership.