The Gym Group
Increasing Site Speed by 40%
Driving Digital Efficiency
The Gym Group, founded in 2007, has made its mark on the health & fitness industry. The UK-based gym chain has transformed its digital platform to enhance user experience and deliver fast content updates to its rapidly expanding membership of over 890,000.
Members are offered a seamless experience through The Gym Group’s dedicated app or website, where they can select from a range of membership packages, make reservations for their local gym and track their fitness progress. These digital touchpoints are an integral part of The Gym Group’s member experience.
- Like much of the health and fitness industry, The Gym Group was behind in its adoption of technology that would enable agile content management, improve site speed and deliver a seamless ecommerce experience to members.
- However, The Gym Group is not strictly an ecommerce business, so a new platform would need to be flexible enough to allow for unique business use cases like giving members access to exercise content and advice.
- Following a complete digital transformation project and relaunch of the brand, the content and new visual identity was critical. The Gym Group was reliant on Amplience to power this rebrand, enabling it to execute its planned campaigns and boost engagement with members.
- The new CMS would need to be not only compatible with existing solutions being used by The Gym Group, but complementary too. The MACH approach has allowed The Gym Group to compose a best in class ecommerce platform.
The Gym Group seamlessly adopted Amplience’s headless CMS approach addressing each integration challenge that arose. The platform’s modular structure helped to minimize any potential disruptions, while allowing the team to quickly orchestrate content and launch campaigns. The success of this implementation instilled confidence in the team, enabling them to move forward to the next steps.
New products can be conceived, planned and executed in just 4-6 weeks, rather than months
Average pre-opening promotion time for new gyms using the digital tools has expanded from 4 weeks to 12 weeks
Getting one new gym site online with Amplience can take as little as 1 week, by comparison with a minimum of 4 weeks using the old platform
The targeted conversion rate increase of at least 50 basis-points has been exceeded with 100 to 150 bps increases seen in some of The Gym Group’s basket value price bandings
Site speed has increased by 40% whilst rank performance has improved with 100% brand search rank pos #1 coverage and 95% category location search rank pos #1 coverage
How Amplience Made the DifferenceThe Gym Group has undergone a significant transformation by incorporating the Amplience platform, shifting from a physical gym business to an ecommerce enterprise with 200 physical sites and a different mindset. With all members acquired and managed via digital touchpoints, the Amplience CMS and DAM has played a crucial role in enabling the company to operate at scale as a fast-moving, digital first business.
Digital Product Director, The Gym Group