This website works best using cookies. If you continue to use this site, we'll assume that you are happy to receive cookies. Terms of Use.

'I CHOOSE' campaign


GLL is the biggest social enterprise in the UK. It’s a true USP in a world of sameness.

Problem is, very few people know what “social enterprise” means. So Better, the promotional brand of GLL, was struggling to communicate their true difference to current and potential members of Better Gyms in a very competitive market.

We knew the idea of social enterprise would resonate, but it had to be communicated in a relevant, tangible way. We needed people to feel like they were in charge, and making the choice to join a gym. This led us to “I CHOOSE.” We combined the key benefits of Better Gyms and social enterprise with the powerful statement, “I CHOOSE.” Instead of using corporate-speak about social enterprise, we broke it down into real, meaningful benefits to the individual and their community.


The I CHOOSE campaign led to:

Record campaign sales across Jan 2019

75% increase in direct traffic and 16% organic traffic YOY

Cross-promotion of GLL Sports Foundation from athlete user-generated content attributed to >3% increase in applications – the heart of the brand.

I choose a gym that does good inside and out

The Purple team are the first agency to totally get our ethos and have delivered some amazing, award-winning campaigns in such a short space of time. It’s been such a delight building up the relationships with all of the Purple team.

Pauline Wallace
Assistant Marketing Manager, GLL

We manage over


assets on behalf of GLL



on previous cost of production

More than


getting campaigns to market faster



sites across the UK

Want to make communications that actually work? Then you know what to do