The Gym Group Appoints Dinosaur as Its Creative Marketing Agency

The Gym Group, pioneer of the budget gym sector in the UK, has appointed Dinosaur as its new brand and creative marketing agency.  The Manchester-based company was selected after a competitive pitch process and will start work immediately, supporting the business with strategic brand development, creative marketing, acquisition & retention marketing and CRM. Dinosaur will work closely alongside The Gym Group’s media and PR agencies.

The creative pitch was part of a comprehensive review of existing suppliers designed to find long-term partners that can support the Gym Group’s rapid growth and aggressive expansion plans as well as assist in developing a deeper understanding of and relationship with its members.

Jim Graham, COO of The Gym Group, explains: “Dinosaur showed us that they had a great understanding of our market-leading position and responded to the brief with a highly creative but commercial pitch that we believe will move the business on, improve our marketing effectiveness and improve the quality of the dialogue between the brand and our members.

“A testament to our current brand position, identity and creative execution is the growth we have experienced in the last seven years - with rapid progression from one gym to over 50.  We recognise, however, that our marketplace is evolving rapidly and we need to differentiate from the ‘me-too’ shouts in a noisy market-place.  So, once again, The Gym will show the way moving the fitness industry forward.

“As a confident and innovative brand, we believe that everybody should have access to affordable exercise facilities to help improve their wellbeing, whatever their starting point, whatever their destination. We understand the complicated relationship that people have with investing time and money in their health and fitness and we are here to help them find their motivation and achieve their goals.”

Mark Beaumont, Founder and Executive Creative Director of Dinosaur, adds: “It would be easy to assume the budget gym sector to be a solely functional one, whereas in fact it's emotionally rich and attitudinally diverse. The Gym Group's evident passion and demonstrable commitment to the cause of increased inclusivity and democratisation of such a fascinating sector is something that really excited us as brand storytellers, and we're delighted to have the opportunity to partner with them on their journey of continued innovation and success.”