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Gympass succeeds in unlocking the huge potential of corporate fitness sales

By Lauren Heath-Jones    25 Apr 2019
Gympass brings together corporations and leisure operators

Gympass is reinforcing its position as the market leader in UK corporate fitness sales by unlocking the huge potential membership for operators from employee workforces. Recent corporate signings with some of the UK’s biggest employers - including Tesco’s, Aviva, Thames Water, Santander and Rolls Royce - have seen Gympass’ operator partners enjoy a significant membership uplift.

The Gympass mission is to defeat inactivity – a vision shared by many in the leisure industry. Its aim is to target the 80 per cent of employees who have never stepped in a gym. Successfully tapping into this hard-to-reach inactive population, Gympass is bridging the gap where, historically, operators have struggled to access the corporate sector to any meaningful level.

The corporate membership demand is well catered-for as the Gympass network in the UK has now reached 1,900 fitness facilities and continues to grow month-on-month. This strong position within the corporate sector and leisure industry is a clear indicator that Gympass is nicely on track to deliver on its mission statement.

Successful model

Gympass UK launched in February 2017, five years after the business started in Sao Paolo, Brazil in June 2012. Globally, Gympass has over 40,000 fitness facilities and 1,000s more are joining each year. Recognising an opportunity to bring together corporates and leisure operators to tap into the 80 per cent of a given workforce that doesn’t belong to a gym, its successful model is committed to forging long term partnerships that unite employees from its corporate partners with a curated network of fitness facilities.

From big boxes to boutiques

The Gympass model can only work if its operator partners are accessible and able to deliver on the gym, swim and group exercise sessions that appeal to people just starting out on their fitness journey. Setting the bar high, Gympass signed up almost 500 facilities in a few months of operation including Bannatyne and Everyone Active in quick succession.
Bannatyne Health Clubs signed a three-year deal with Gympass after a successful 12-month period and estimates the partnership will bring thousands of members into its 72-strong estate of clubs. Meanwhile, after including Gympass in 68 clubs in the South East region, Everyone Active saw such great results in the first three months, it rolled out the offer across its entire estate.

In order to appeal to as wide an audience as possible, Gympass also partners with a number of boutiques across London and the UK. Bringing diversity and variety to the platform, the boutiques dovetail neatly with the big box offering and similarly enjoy the benefits of Gympass bringing new members to their door.

Number one choice for large employers

Tapping into corporate sales is the Holy Grail for fitness facilities – but the hardest to crack. The potential is massive with just 14 per cent of employees granted access to fitness or sports facilities through their employer. Completely at odds with this, 10 of the top 20 most sought-after benefits relate to work-life balance and a healthier lifestyle. Gympass has the tools to bridge this gap and match fitness services with workforce demand.

By joining forces with some of the country’s most notable employers, Gympass is accessing hundredsof thousands of employees ready to engage in physical activity with the support and blessing of their employer.

Keeping up the good work

Gympass places a high priority on member experience and its dedicated Activation, Engagement & User Growth team works in tandem with HR departments to promote a more active workforce through a joint business plan to multiply the number of active employees. A range of activities are planned to engage employees including pop up events, wellness breakfasts and presentations. All the while, multi-channel customised communications drive employees to increase participation at partner facilities with push notifications, podcasts, webinars and emails underpinning the Gympass experience.

And that way lies success.

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