Fitness potential unleashed

PureGym is one of Europe’s largest gym and fitness operators, with approximately 1.6 million members across 500 gyms. The company holds leading market positions in the UK, Switzerland, and, more recently, Denmark, following the acquisition and rebranding of Fitness World. In Denmark alone, PureGym operates 167 gyms with a total of 376,000 members, solidifying its position as the leading fitness operator in the Danish market.

The rebranding from Fitness World to PureGym encompassed gyms in Denmark and all digital channels, including the app. To ensure seamless white-label integration, we undertook a comprehensive streamlining process. Colors, fonts, and icons were 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 customization possibilities for each white-label version. The result was a set of branding guidelines that enabled the effortless addition of new white-label variations in the future.

From a technical standpoint, we automated the app-building process for each white-label variation. But what does “flavors” actually mean? It means the same app can have multiple appearances—each with a unique look and feel—at the flick of a switch, all while sharing the same code base. This automation ensures that the correct fonts, colors, and icons are automatically applied during the build, allowing for dynamic aesthetic transformations while maintaining a single app code base. Not to mention, this setup significantly reduces development time and effort.

We strategically incorporated feature flags into the user interface, enabling easy toggling of individual features. This allows for the creation of different app versions tailored to specific markets when needed. This flexibility addresses diverse user needs, delivering a personalized experience while still leveraging the benefits of a single code base, such as centralized maintenance, debugging, and development.

The ability to toggle features on and off in specific markets enables the business to conduct split testing, assessing whether a feature will perform well, or to implement a controlled stage rollout, independent of app store management.

Our commitment to PureGym’s success extends beyond aesthetics. The app has been featured multiple times as an Editor’s Choice by Apple and, as of January 2024, ranks as the fourth most popular health and fitness app in the Danish App Store, showcasing remarkable performance metrics.

The white-label approach has transformed PureGym’s app identity, aligning seamlessly with its evolving journey. Framna and PureGym continue to lead and collaborate in the digital health and fitness landscape, creating products that exceed expectations and empower users on their wellness journey.