easyGym: driving growth & maximising sale value 

Challenge

As part of the globally recognised easyJet brand, easyGym was preparing for sale within 24 months. However, underperforming locations, low membership numbers, and short retention rates posed significant challenges. The brand needed data-driven insights to optimise operations, boost revenue, and attract potential buyers. 

Solution

SWC’s Insite™ division conducted a deep-dive audit across all easyGym locations, using a comprehensive mix of marketing and operational analysis: 

• Competitor & catchment area research to understand local market dynamics. 

• Business modelling & SWOT analysis to identify areas for growth. 

• Ethnography studies & mystery shopper reports to evaluate customer experience. 

• Historical marketing performance reviews to pinpoint areas for improvement. 

Following the insights, tailored action plans were implemented for each site to improve membership acquisition, retention, and overall business performance. 

Results

• Increased gym memberships across multiple locations. 

• Extended average membership duration, boosting recurring revenue. 

• Higher Net Promoter Score (NPS), reflecting improved customer satisfaction. 

• Uncovered valuable data insights, reassuring potential investors. 

• Successful sale of easyGym to The Gym Group Plc. 

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