Reaching highly varied age groups with a distinctive new brand identity and flexible messaging system, Glasgow Club changed perceptions of its offer and achieved its best sales figures in its twenty-year history. Operating in a highly competitive market, under pressure from budget gyms and at-home fitness activities, Glasgow City Council collaborated with 999 Design to differentiate and increase membership across different audiences for its sports and leisure estate, Glasgow Club. Insights into the lifestyles and opinions of members and staff were gathered via ‘pop-up studios’ in gyms. These informed the creative solution, which embodies the brand through the eyes of customers and represents different points of view with a highly adaptable, personality-filled range of communications. The engaging campaign approach resonated with the people of Glasgow. The clubs’ membership grew 16% in the year after redesign, versus an industry average of 2%. Sign-ups from the hard to reach 55 – 74 age range rose 19% and in the 12 – 24 age group memberships jumped up by over 12%. The rebrand also impacted staff, with 100% agreeing it made them more confident in promoting the service.