Redefining what a gym membership could be
A digital campaign ecosystem for You+, Everyone Active's national wellbeing programme, built alongside national TV and in-centre campaigns to help members find the right fit for their goals, not just another membership.
£1.4m
ROI from Sky AdSmart TV
+8%
YoY sales from the TV campaign and 4,650 members
£5m
Total ROI since launch £500k spend
Client
Everyone Active
Campaign
You+
Every leisure operator sells memberships. Very few sell outcomes. Everyone Active came to Wraith with a challenge that went beyond marketing: how do you grow a fitness business without simply competing on price, facilities or class timetables, the same battleground every gym fights on? The answer meant rethinking what membership was for in the first place.
The Ambition
Everyone Active wanted more than another gym membership tier. The brief was to create a national wellbeing proposition — one that could grow the core fitness market while reaching people whose goals sit beyond traditional exercise.
Product Before Campaign
Rather than starting from a campaign concept, Wraith worked closely with Everyone Active's commercial and expert teams and wellness specialist Oli Patrick to build the proposition itself first. Oli led the physiological and behavioural thinking; Wraith shaped the proposition, brand architecture and customer story — the campaign and content system followed from that foundation.
A National Identity
A distinct You+ identity, was brought to life through national TV, digital and in-centre campaigns, sales and training tools, onboarding content, and a growing library of expert-led member content.
Built to Evolve
Wraith's role didn't end at launch. Continued involvement has helped You+ evolve as a live national programme rather than a one-off campaign, with the brand and content system built to keep pace with sales, onboarding and CRM as the programme grows.
Outcome
You+ now has 73,000 members, representing 13% of Everyone Active's membership base — passing its original 10% target eight months early. The latest TV campaign delivered an 8% year-on-year sales uplift (4,650 members), while Sky AdSmart generated £1.4m in ROI.
Since launch, You+ has delivered £5m in total ROI from £500k of investment, alongside a £2 increase in average yield. Beyond the numbers, it's shifted how Everyone Active thinks about membership — from "which membership?" to "what would you like to achieve?"
The results
ROI from Sky AdSmart TV
YoY sales from the TV campaign and 4,650 members
Total ROI since launch £500k spend
You+ members
of the membership base 10% target hit 8 months early
Average Yield
Tell us what you want to make happen.
Tell us where the pressure is, what needs to change and what success would look like.
