The Gym Group

Bringing flexible fitness to over half a million people

  • +30%

    Growth in membership


The challenge

One of the main challenges The Gym Group faced was differentiating themselves within a crowded market. They needed to make sure their products offered a clear, distinctive identity with a powerful message. One that would attract new customers, engage brand enthusiasts and motivate them to act. But their technical platform held them back.


Our visionary thinking

To engineer a technical platform that was as flexible as The Gym Group’s membership, we completed a platform selection. We selected Episerver because of the CMS and functional blend, coupled with robust underlying technology. Through interfaces supporting high levels of personalisation driven from our custom API framework, we could serve the visitors, members and employees with ease.


Our detailed doing

A cloud licensing model meant we could design an elastic Azure based infrastructure to deliver a high performing and very high availability channel. Hosted across two European Azure regions and fronted by a CDN, we delivered a scaling primary solution and a dynamic DR failover. This is imperative for this business-critical platform because it provides members with access to the gyms via their digitally-activated membership and unique passcode for entry.


The successful development and implementation of our proprietary software layer is game-changing for us in terms of Customer Experience. It gives us control over a critical component of our digital infrastructure, allowing us to develop product and proposition enhancements at our own speed. This ability is already paying dividends, allowing us to bring a major proposition enhancement to market only 3 months after we launched the new platform. This ability to rapidly innovate and refine will become a major point of differentiation.

Jasper McIntosh


The Gym Group

Recognised by

Episerver awards logo
Marketing week awards logo
UK Business Tech Awards 2019
DXA Best Digital Agency