NRG challenged TYC to provide insight-backed intelligence to help the future expansion of their gyms. TYC interviewed 289 millennial customers face-to-face and through our online platform to understand who they were and what their attitudes were to identify a unique positioning.

The opportunity was clear: acknowledge the importance of well-being as an equal to physical health whilst empowering the local community to create a likeminded tribe. Taking this intelligence the team set out to refine the brand identity and create an interior experience that matched the positioning.

Creating a premium feeling gym without the budget was a challenge but clever use of materials and honing in on key hero area’s created the desired effect. A minimal, clean urban look and feel intertwined with well-being practises has given the customer more than a value gym can offer with little or no increase in monthly fee.