David Lloyd Clubs
Founded in 1982, David Lloyd Clubs is Europe’s leading health, sport and leisure group with over 125 clubs. Post-COVID, they needed to transform their digital experience to keep pace with the changing needs of consumers and growing competition. They partnered with frog to develop an offering that would serve the needs of their existing 700,000 member base while driving new growth in the future.
As their strategic design partner, frog worked with David Lloyd Clubs to create an experience strategy and vision, launch a new holistic health and wellbeing proposition and re-imagine their existing app experience. Over the course of 12 months, the team launched the new David Lloyd Clubs app—as well as several major updates—and have seen their App Store ratings more than double from 2.3 to 4.8 stars.
frog challenged our thinking and created an exceptional new app experience which has delighted our members. I look forward to continuing our partnership in the future.
A cross-functional frog team worked closely with David Lloyd Clubs to first shape an approach and roadmap for delivery. Bringing strategy, design, tech and product skills together accelerated innovation, helping to shape a direction and get started fast. The team collaborated across two workstreams: one focused on launching a new proposition, the other looking to reimagine the existing member experience to become truly premium and effortless.
By evolving the brand and creating a new unified design system, frog ensured the David Lloyd visual identity truly came to life online. A new set of mobile-first design components is intuitive to use and works in harmony with the rest of the in-club branding. Qual and quant research informed and validated all decisions, including new ways to login, book classes and access a huge library of on-demand content.
Using behavioral science expertise, the frog and David Lloyd Clubs team designed a flexible, easy-to-use framework for members to set, track and measure their health and fitness goals, supported by new digital on-demand content. Members can now set a goal and access recommendations for tailored, relevant health and wellbeing plans.
By mapping the end-to-end experience and identifying gaps in the current and future experience, the team was able to highlight key opportunities for strategic improvements. By spotting gaps in the current and future customer journey, the team was able to develop a core set of concepts and features to add to the product roadmap.
Using in-market testing, the team further developed the proposition and created a go-to-market strategy to capture new members—covering pricing, acquisition and future revenue modeling to set David Lloyd Clubs up for success.
Today, the new David Lloyd Clubs app reflects a new holistic health and wellbeing proposition that better unifies online and offline brand experiences.