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The Gym Group
  • the gym group
The Gym Group

Pure Gym and The Gym Group – Change Comms

The challenge

  • Code named ‘Project Sun’ merger talks between Pure Gym and The Gym could have caused unrest amongst its people
  • To manage change communication between both parties’ employees to positive effect, minimising attrition


Communication strategy and brand identity that informed employees and created a positive viewpoint, focusing on open and transparent key messaging

  • Dual branded website and documents, communication guide for managers, booklets, posters and tools for Pure Gym and The Gym to support a positive message
  • Brand identity development – our experts applied key brand colours of both companies to demonstrate “togetherness”

Comms timeline that quickly dealt with concerns and answered questions on how the change could affect individuals

  • Letters to individuals
  • Twitter Q&A
  • Webinar
  • Campaign management
  • Dedicated team for answering questions and ensuring a swift response
  • Website management; dealing with all employee enquiries


  • A positive, upbeat interim brand and watertight communication strategy created a positive environment
  • Business continued as usual and went from strength-to-strength, a testament to the effectiveness of the communication strategy implemented
  • Retention of talent
Caburn Hope
Rusbridge House, Rusbridge Lane Lewes, East Sussex BN7 2XX, UK

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