Pure Gym was suffering with only appealing to the #gymbunnies and burly weight lifters. They needed something to empower and incentivise the rest of us (mainly skewing towards females 45+). Our challenge was to get the target audience to return to the gym one more time. (Every time someone returns, their chances of sticking to their membership skyrockets.)

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The answer was not to force fitness on people. By fully supporting that it is a part of life, but it isn't all we live for (and encouraging them with a little sweetener for coming).