Fitness potential unleashed

Whitelabel Health & Fitness Lifestyle

Embarking on a journey with PureGym over a decade ago, our mission has remained steadfast: Empower Pure Gym members to maximize their subscription and fulfill their full fitness potential.

Rapidly Transforming PureGym's App: A White-Label Success Story

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.

A new service: From app to dynamic platform

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 after acquiring and rebranding Fitness World.

In Denmark alone, PureGym operates 167 gyms with a total of 376,000 members, making PureGym the leading operator in the Danish market.

A complete rebranding from physical to digital

The rebranding from Fitness World to PureGym included gyms in Denmark and all digital channels, such as the app. To support the white-label flavors seamlessly, we initiated a comprehensive streamlining. Colors, 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 customization possibilities for each flavor. The outcome was a set of branding guidelines that facilitated the seamless addition of upcoming white-label flavors.

A best-in-class white-label solution

From a technical standpoint, we automated the app-building process for each white-label flavor. But what does “flavors” actually mean?

It means that you can have the same app in different ways - different looks and feels with the flick of a switch, all from the same code base.

This automation ensured that the correct fonts, colors, 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.

A single codebase with endless possibilities

We strategically incorporated feature flags into the user interface, enabling easy toggling off of individual features, allowing for different versions of the app to be created for different markets if needed. This flexibility addressed the diverse needs allowing for a tailored experience, whilst still harvesting all the benefits of the single code base setup, such as only having one source to maintain, debug and develop on.

The toggling on and off of features in specific markets allows the business to work with split testing to understand whether or not a feature will perform well or to work with a controlled stage roll out concept, that is not only managed by the app stores. Our commitment to PureGym's success extends beyond aesthetics. The app has been listed several times by Apple as editors choice and now stands as the fourth most popular health and fitness app in the Danish App Store as of January 2024, showcasing remarkable performance metrics.

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