Who they are
A household, not a casual visit.
Affluent suburban clubs. High-income households. They already spend on food, the spa and kit.
Half the Hyperion.
The Blinks, in full.
Two places in the David Lloyd trial, taken at the front door. Half the corridor Hyperion. The whole Club Room Blinks. Then the same two machines across the estate.
898k members
1 club, then 5, then 109
Hyperion · half
Blinks · full takeover
The scale
898,000 members. They come back every week.
Premium clubs, built for the household. Gym, pool, racquets, spa and the club room. This is the estate the trial is built to open.
898kMembers in the group
109Clubs in the UK
149Clubs in the group
62.3mClub visits a year
6.5Visits a member, a month
+44Net Promoter Score
84.7Member experience
78%On the club app
How often
6.5 times a month.
The relationship is weekly. A machine on the way to the gym floor is seen on the way in, again and again.
The prize
The estate, after the trial.
109 UK clubs. The wider group is 149 clubs and more than 898,000 members, including Aspria.
David Lloyd group, year ended 31 December 2025. Estate at 31 August 2026, with Aspria in the group total. Visits and membership are group totals, and are not a count of people who will pass a machine.
The trial
One club. Then five. Then the UK estate.
The brand’s two places travel with the trial. Half the Hyperion. The whole Blinks. Milton Keynes proves the range. The estate is the scale.
1
Phase 1 · 3 months
Milton Keynes
Five machines in one club. The brand takes the supplement cabinet on the corridor Hyperion, and every locker on the Club Room Blinks.
5
Phase 2 · 3–6 months
Five clubs
The same half and the same takeover, in five clubs. A wider read on the range, the screen and what this member buys.
109
Phase 3 · UK estate
The same member
109 clubs in the UK. The group is 149 clubs and more than 898,000 members. The two machines go with the trial.
Corridor · Hyperion
Half the machine. The supplement cabinet.
The Hyperion sits on the corridor to the gym floor. The brand takes one side. The other side stays food, drink and kit.
Corridor, David Lloyd Milton Keynes. Members pass it on the way to train.
The left cabinet. Protein, creatine, electrolytes, vitamins and wellness. Ten positions in the trial render, two columns of five.
Grow supplement sales, and the equipment that sits with them.
The shop screen sits in the middle of the machine. The brand’s products are on it, next to the cabinet.
One club for three months. Then the same half in five clubs, then the UK estate.
Club Room · Blinks
The whole machine. Every locker.
The Blinks is the gifting wall in the Club Room. A full takeover means the brand owns the slots, the screen and the occasion.
Club Room, David Lloyd Milton Keynes. Members are already in the mood to browse, gift and book.
Every locker. Spa and beauty, premium gifts, sets and experiences. Services sit with the product.
Improve the member experience, and offer high-end gifting.
The centre screen is the brand. It introduces the range, then the locker dispenses it.
The Milton Keynes Blinks first. The same full takeover follows into five clubs, then the estate.
The front door
A shop-in-shop, before the estate opens.
The corridor is the way onto the gym floor. The Club Room is where members browse and gift. The brand that takes these two now is the brand they meet first.
Shop-in-shop · Hyperion
Half a machine, their own shop.
The left cabinet is the brand. Protein, creatine, electrolytes, vitamins and the kit that sits with them. The right cabinet stays food, drink and kit. The shop screen is in the middle.
Shop-in-shop · Blinks
The wall is theirs.
Every locker in the Club Room. Spa, beauty, premium gifts, sets and services. The centre screen introduces the range, then the locker dispenses it.
Why now
In before the copy.
Phase 1 is one club. The range, the screen and the habit are set here, then repeated in five clubs, then across 109. The first brand on the glass is the one members already know.
On the screen
The brand, from the idle screen to the vend.
The shop-in-shop is the product. The screen is how the brand explodes around it. These run on the Hyperion and the Blinks, from the first day in Milton Keynes.
Before they shop
- Main screenFull-motion, while the machine is idle.
- TakeoverThe whole machine, in the brand.
Inside the shop
- Home bannerFirst thing on the shop screen.
- Category leadThe brand’s tile, at the head of the shelf.
- Category bannerAcross the top of the category.
- Product detailsHero, lifestyle, and the buy.
- Pop-upOne offer, on the way in.
- DiscountA price that moves with the hour.
Play and ask
- GamificationA game on the glass. A score. A prize.
- Survey inviteThe idle screen leads with the reward.
- Membership scanConsent, then the questions.
- QuestionsFour taps. A sponsor banner above them.
- Sample vendThe last answer drops the product.
After the tap
- RewardsA tile on the home page, then the offer.
- Virtual slotThe wider range, ordered here, delivered home.
- ReportingThe live cloud read. It moves with the campaign.
Next
Take the front door.
Then the estate.
Half the Hyperion. The whole Blinks. The shop-in-shop and the screen, from day one in Milton Keynes. Then five clubs. Then 109, and 898,000 members.
Talk about the two machinesAdam Smith
Bright.Blue · adam.smith@bright.blue · +44 7714 492134
Bright.Blue · adam.smith@bright.blue · +44 7714 492134
