PureGym

Moving the global brand forward with fit-for-purpose platform

User since

2025

Features

Digital Asset Management

Brand Guidelines

Brand portal

Brand

PureGym

Industry

Region

Global

Headquarters

Leeds, UK

Size

3,900

PureGym is the UK’s largest private gym operator and has made impressive gains in Europe and the US in recent years. Today, it boasts 700+ gyms and 2.2 million members globally. As fitness experts, PureGym knows that consistency counts — whether that’s members building strength in their facilities, or the brand building equity in the market. But global expansion and fragmented processes meant it was increasingly difficult to maintain consistency and creativity. Marketing planners needed better global governance, designers needed less friction in workflows, and the business needed a single solution that was fit for both purposes.

Challenge

Solution

Result

794

hours saved in four months through enhanced asset discoverability

100

work days reclaimed for creative and strategic work

700+

gyms empowered to create on-brand content

The challenge

PureGym differentiates itself in a competitive and often conformist industry by “stepping out of the sea of sameness with imagery, creative, and emotional connection,” says Jen Vasis, Senior Marketing Planning Manager. But as PureGym expanded into new markets, legacy processes couldn’t keep pace.

Fragmented assets and guidelines meant teams struggled to create on-brand collateral independently — increasing reliance on the central brand team, creating bottlenecks, and draining their creative time. Meanwhile, limited visibility into cross-team content production made it hard to maintain brand control.

‍

"The operational hurdles and challenges the creative team faced before we implemented Frontify were, very simply, finding stuff. We had multiple systems, platforms, documents. So much time was wasted, finding a photograph or finding the correct logo, which takes away from the higher-value creative, the ideation — ultimately the stuff that the creative team loves doing."

— Karl Horton, Creative Lead at PureGym

The solution

PureGym needed a way to make on-brand content creation easier for regional teams, reduce reliance on the central creative studio, and make governance easier. To achieve this, PureGym implemented a phased rollout of Frontify as its new centralized brand and digital asset management hub.

Frontify provides an intuitive, accessible, self-service portal for all things brand. For regional teams, this means controlled access to the digital assets, guidelines, and templates they need to create consistently on-brand content. For the central brand team, it provides greater governance and oversight of what gets created, without having to do it all themselves.

‍

"The biggest impact that Frontify has had on our brand is allowing teams to be empowered to access what they need and reducing the time spent in back-and-forth with the studio. They have access to all the images and the brand guidelines, rather than relying on the designers. That's across all the different teams — from operations to the dev teams — and it saves a lot of time"

— Jen Vasis, Senior Marketing Planning Manager, PureGym

The results

By streamlining and strengthening its brand infrastructure, PureGym has freed up the central brand team to focus on higher-value work that truly differentiates the business — attracting new customers, engaging existing gym goers, and retaining active users.

Since implementing Frontify in February 2026, Karl Horton, Creative Lead at PureGym, estimates the team has saved 794 hours they would otherwise have spent trying to locate files — and this is just during the phased rollout to their control group. “That's over 100 days that the team has had to focus on higher-value creative,” says Karl. “Imagine where we're going to be by this time next year.”

"With the time saved, and with a reduction of work requests that are coming into the studio, it allows us to focus on more high-value creative work: getting involved in conversations earlier, focusing on ideation, development, and direction. It allows us to flex those creative muscles."

Karl Horton, Creative Lead at PureGym

Disclaimer: Figures shown are estimates only and are calculated based on platform usage data and relevant industry benchmarks. They do not constitute a guarantee, representation, or warranty of actual or future results, which may vary depending on factors like individual usage patterns

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