City Gym

East Sydney


The independent gymnasium in today’s urban landscape is in an unenviable position: bigger though not necessarily better competitors, unprecedented customer churn rates, low cost chains expanding their presence… In late 2014, iconic City Gym East Sydney knew they were entering the eye of a perfect storm and they had virtually no on-line presence to counter the headwinds. Gorman/Birrell were approached to address declining membership in the face of absolutely cut-throat competition and strategise a new approach to their market alongside internal culture change and membership retention programs. We proposed an online presence like no other gym, based on dynamic still and film imagery and extensive social media integration. We made the brand a reason to come back to one of Sydney’s original and most effective gyms.