According to the State of the UK Fitness Industry Report 2024 from LeisureDB, there are over 7000 gyms in the UK, with a combined 10.7 million gym members (15.9% of the UK population). So, in a market that is saturated with options, how do you stand out? What separates you from any other gym chain? Your brand
Your brand is the point of difference between you and the competition and, when applied correctly, is a powerful tool in attracting and retaining members. A brand is much more than your logo, kit and the classes you offer; it’s how you interact with your clients, the feeling they have when they train in your facilities.
How you choose to position yourself will depend on your budget, location and the type of facility you are running. Ultimately, different clubs attract different members, all with different needs and expectations (e.g. someone interested in bodybuilding will have different needs than someone interested in Hyrox). These need to be considered when building your brand and are why members will pay more/ travel further.
So, with all this in mind, is branded equipment worth it?
Investing in new equipment is a huge commitment for any operator, and one of the primary considerations is how to maximise the impact of that investment to attract new members. By aligning your equipment purchases with your brand strategy, you can reinforce the messaging you are pushing through your marketing efforts, showcasing your brand on the gym floor. This is especially helpful if you run multiple sites, as it ensures brand consistency across all your facilities.
Beyond just the equipment, the ambience of your gym plays a much bigger part in your facility than most realise, with flooring, lighting, and décor all being part of the puzzle (we have an entire article covering the benefits of this that you can find here).
With an abundance of gyms and ever-evolving member expectations, there are fine margins for fitness enthusiasts when deciding where they choose to workout. Your brand could be the deciding factor in attracting/ retaining a member or driving them elsewhere. Remember to establish a point of difference for your gym and focus on creating a positive experience for members, not just facilitating a workout.
At Dyaco, we work with you to encapsulate your brand's strengths and provide a bespoke solution tailored to your target audience. We offer bespoke branding on all our free weights, accessories, flooring, rigs & racks, if you’re interested in learning more about our consultative approach, get in touch.
