Building London’s luxury health club

In 2015 gym membership in London was declining by 4% p/a. Challenged to break the trend, we argued that attitudes to fitness had changed – from something you had to do, to something you loved to do. We imagined a club (not just gym) for your whole life, not just short term ‘goals’. We called this “training for life” and it’s helped Third Space grow from two to 14 clubs, and into a brand that’s widely considered the capital’s finest.