GEEIQ
PureGym
How PureGym Brought Fitness into Roblox as the Platform’s First Gym Brand
PureGym is one of the UK’s largest gym operators, serving millions of members through its affordable, no-contract fitness model.
As the brand looks to connect with younger audiences, PureGym explored how virtual worlds could help build awareness and consideration among Gen Z in the UK.
In January 2026, working with GEEIQ, the brand launched an integration inside Paradise RP, one of Roblox’s most popular role-playing experiences. The activation introduced PureGym into a highly social gaming environment, making it the first gym brand to activate on Roblox.
By combining gameplay with real-world rewards, the campaign tested how immersive experiences could drive both brand engagement and real-world gym visits.
The Challenge
PureGym wanted to increase brand consideration and favourability among younger audiences, particularly Gen Z.
Entering a new platform like Roblox also required ensuring the brand appeared in a safe, relevant environment that aligned with its messaging and audience.
The campaign was designed to test whether virtual worlds could deliver both brand engagement and real-world customer acquisition.
The Activation
PureGym integrated into Paradise RP, a popular Roblox role-playing experience where players explore a tropical town, complete missions, and interact socially.
A virtual PureGym environment was introduced near the game’s spawn point, making it easy for players to discover and enter the branded space.
Players were greeted by Glow, the campaign mascot, who invited them to take part in a marathon obstacle race across the town.
Completing the challenge unlocked rewards including unique codes for PureGym day passes and personalised promotions, linking in-game participation to real-world gym visits.
The experience was age and geo-gated to UK users aged 13+, ensuring the campaign reached the intended audience.
Players who entered the PureGym portal showed strong curiosity about the brand, with 88% going on to participate in the marathon mini-game.
The Results
The campaign delivered strong engagement among the targeted Gen Z audience.
- 125K experience visits
- 88% engagement rate among players entering the PureGym portal
- 123K engaged minutes spent playing the marathon mini-game
- 85% brand consideration from survey insights
- 70% of participants aged 18+
During the campaign period, Paradise RP also saw a 90% increase in average daily likes, reflecting strong community response to the integration.
With our activation on Roblox marking a company and industry first, we were keen to go in with a clear test‑and‑learn mindset, working with GEEIQ to develop a strategy that felt truly authentic to the platform, the experience, and Gen Z. The levels of engagement and time spent with our activation proved just how much potential Roblox has for connecting with new audiences in a really meaningful way.
How did GEEIQ help PureGym succeed?
GEEIQ partnered with PureGym to design and deliver its Roblox activation, helping translate the brand’s campaign goals into a platform-native experience.
Using the GEEIQ platform, developer network, and proprietary insights, the team identified relevant Roblox experiences that matched PureGym’s target audience and brand narrative. This led to the selection of Paradise RP, a role-playing environment with strong engagement among Gen Z players.
GEEIQ coordinated the developer selection process, facilitated collaboration between the brand, developer, and partners, and provided strategic guidance on how the integration should work within the game environment.
