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Case Studies

PureGym Case Study

Resources

Case Studies

PureGym Case Study

Overview

PureGym is one of the UK’s largest gym operators, serving millions of members through its affordable, no-contract fitness model. Partnering with GEEIQ, PureGym became the first gym brand to activate on Roblox, launching an integration inside Paradise RP that combined gameplay with real-world gym pass rewards, driving strong engagement and brand consideration among Gen Z players.

125K

Experience Visits

88%

Engagement Rate

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 Impact

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 a strong community response to the integration.

85%

Brand Consideration

90%

Increase in Daily Likes

The Outcome

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.

Eve Munro

Paid Social & Display Manager

"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."
"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."