About PG
For PureGym, experimentation isn’t just a tactic; it’s a mindset. With over 450 locations across the UK and thousands of daily digital interactions, their team knows that the smallest UX friction can snowball into a significant drop in sign-ups. That’s why testing has become deeply embedded in how they think, build, and iterate across their digital ecosystem.
Working with Wingify, the team has developed a structured, collaborative approach to testing, one that’s helped them fine-tune the join journey, reduce user hesitation, and unlock measurable growth.
In this case study, you’ll learn how PureGym:
- Achieved a 3.4% lift in conversions by simplifying gym selection
- Increased funnel progression with sticky pricing visibility
- Built a repeatable testing routine across product, data, dev, and marketing
- Created a learning culture that values failed tests as much as successful ones
- Is preparing to evolve toward personalized digital experiences powered by user behavior
Overall impact
+ 3.4%
