This case demonstrates the value of investing in brand during good times and bad. Between 2016 and 2019 PureGym’s ‘Everybody Welcome’ brand idea helped it grow membership beyond the 1m mark with increasingly efficient marketing spend. When COVID disrupted the gym sector in 2020, the brand did not stop marketing but communicated its core equity of accessibility via free online content. In the post-pandemic era, the brand increased its share of voice relative to its main rival. Evidence PureGym’s communications worked includes increased awareness, consideration, and market share, and an estimated return of £2.77 revenue for every £1 invested.