Danish Digital Award
Digital Activation – Nominee 2020
Customer Experience – Gold 2019
Rapidly Transforming PureGym's App: A White-Label Success Story
Embarking on a journey with PureGym over a decade ago, our mission has remained steadfast: empower members to maximise their subscription and fulfil their full fitness potential.
Undergoing a significant rebranding from Fitness World to PureGym, our recent success story is centered around the implementation of a white label approach, allowing for a smooth and transformation of the app's look and feel.
Project recognitions
E-handelsprisen
Best E-Commerce App – Gold 2020
A quick intro
PureGym is one of the largest gym and fitness operators in Europe. With approximately 1.6 million members across 500 gyms, PureGym holds leading market positions in the UK, Switzerland, and more recently Denmark, when Fitness World was acquired and later rebranded under PureGym. In Denmark alone, PureGym operates 167 gyms with a total of 376,000 members, making PureGym the leading operator on the Danish market.
A fresh look
A complete rebranding from physical to digital
The rebranding from Fitness World to PureGym was not limited to the physical gyms in Denmark but equally included the digital channels, such as the app. For more information on the app, its purpose and features see link.
To support the white-label flavours seamlessly, we initiated a comprehensive streamlining. Colours, fonts, and icons were streamlined and unified across the app, ensuring consistency and a cohesive brand identity. By simplifying the design and creating reusable user interface components, we provided PureGym with clarity on customisation possibilities for each flavour. The outcome was a set of branding guidelines that facilitated the seamless addition of upcoming white-label flavours.
Flick the whitelabel switch
A best-in-class white-label solution
From a technical standpoint, we automated the app-building process for each white-label flavour. But what does flavours actually mean? It means that you can have the same app taste in a different way, with another look and feel, with the flick of a switch, all from the same code base.
This automation ensured that the correct fonts, colours, and icons were automatically selected during the build, maintaining a single app code base while transforming aesthetics dynamically. Not to mention the time savings combined with this setup.
From a user point-of-view, it was an overnight rebranding of the full app
