Building a health and performance platform across brand, content and campaigns

You+ is a national wellness subscription developed in close partnership with Everyone Active and their internal expert team. It was designed to move beyond traditional gym membership and address how people actually live, change and sustain healthy habits over time.

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Working alongside Everyone Active’s internal expert team and wellness specialist Oli Patrick, we helped shape how the programme was articulated, structured and brought to market. Oli led the physiological and behavioural thinking behind You+, while our role was to translate that thinking into a coherent product, brand and delivery system that could scale nationally without losing clarity or human warmth.

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We developed the full brand architecture and visual language, deliberately separating You+ from Everyone Active’s core brand to signal something new and forward-looking. From there, we created the launch film and national campaigns, alongside a wide range of sales and training assets to support rollout across centres and teams.

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Our involvement did not stop at promotion. We continue to work as part of the You+ programme, producing core course content, sales training films and filming a growing roster of You+ experts delivering guidance directly to members. This ongoing role has helped maintain consistency as the programme has expanded.

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Since launch, You+ has grown to represent over twenty percent of Everyone Active’s total sales. The programme exceeded its original targets early, delivering a reported return on investment of 1380%, and has become a central part of the organisation’s commercial strategy. It was also shortlisted for ukactive Marketing Campaign of the Year 2025. Further expansion is already underway, with new activity planned into 2026.

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You+ demonstrates how brand, content and delivery can function as a single system when treated with care. It is not a campaign, but an evolving product built to support long-term change.