Case Study: The Gym Group drives over £6m in incremental annualized revenue with Optimizely

The Gym Group banks £6m from 15 winning tests with Optimizely

The Gym Group, a low-cost gym chain with over 260 locations, faced the challenge of optimizing its fully digital membership acquisition and re-acquisition journeys. After a previous failed attempt at experimentation, they partnered with Optimizely to build a new, mature program with a clear commercial goal, utilizing Optimizely's Web Experimentation and Feature Experimentation products.

The solution implemented with Optimizely led to over 15 winning experiments from more than 50 tests. These wins generated over £6 million in incremental annualized revenue and increased the website conversion rate by 120 basis points to 14.5%. The success of the Optimizely program has now expanded into the company's mobile app and member experience journeys.

The Gym Group