In-House Growth Leadership

• Strategy isn’t just about green lights - It’s about having the confidence to say “not yet.”
• Research-led decisions build resilience - Clarity now prevents cost later.
• Pivots are powerful - They preserve energy, focus, and ambition for the right opportunities.
• Your brand values matter - Staying true to affordability and accessibility steered PureGym’s next steps.

PureGym, one of the UK’s largest and most accessible fitness brands, identified an opportunity during the pandemic boom: to launch a connected fitness platform to rival Peloton. The business had already invested in app development, brand visuals, hardware partnerships, a beta website, and pricing structures. At that stage, Pollen was brought in to lead the go-to-market strategy and growth plan for the initiative, internally codenamed “Ativo.”

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The Challenge

This was not a conventional brief. The core question wasn’t just “how to launch,” but whether PureGym should launch at all. Our challenge was to:

• Assess the opportunity in a rapidly shifting post-pandemic market
• Understand the competitive landscape from Peloton to Strava to iFit
• Evaluate pricing models, brand positioning, and market timing
• Define a viable route to market, if one existed

Our Approach

We delivered a rigorous and transparent GTM strategy project that included:

• Brand & product experience audit of the Ativo platform
• Extensive competitor and market research, covering pricing, UX, equipment, and positioning of global and UK players (e.g., Peloton, Apex, iFit, Digme)
• Consumer insight gathering, including survey analysis and persona development across demographic segments (young professionals, couples, parents, baby boomers)
• Digital marketing channel review and performance forecasts
• Pricing model validation, including perceived value, device financing, and subscription bundling
• Messaging, positioning, and launch sequencing guidance

Our research revealed serious challenges to long-term viability:

• Demand for at-home fitness was declining post-lockdown
• Price sensitivity was high, especially in PureGym’s target demographic
• Peloton’s tribe-like loyalty would be difficult to dislodge
• Equipment-heavy models carried high operational and marketing overheads
• PureGym’s core value of affordability risked being diluted in a high-ticket, hardware-first space

Outcome

Rather than push forward with a product that didn’t align with consumer needs or PureGym’s brand DNA, the business made the bold and pragmatic decision to pivot. The project was paused before significant commercial rollout—saving the company time, cost, and brand risk.

This was not a failure. It was a clear demonstration of strategic strength.

Client Reflection

PureGym is a business built on innovation, accessibility, and making smart moves that scale. While this wasn’t the right time or format for a connected fitness expansion, the process helped reaffirm their brand direction and appetite for bold, informed growth.

Key Takeaways

• Strategy isn’t just about green lights - It’s about having the confidence to say “not yet.”
• Research-led decisions build resilience - Clarity now prevents cost later.
• Pivots are powerful - They preserve energy, focus, and ambition for the right opportunities.
• Your brand values matter - Staying true to affordability and accessibility steered PureGym’s next steps.

A Personal Note

As someone who thrives on new challenges, whether in business or on a trail run, I admired PureGym’s bravery and integrity throughout this process. I hope to collaborate with their forward-thinking team again in the future.

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