Bigwave Marketing partners with GGFit to develop the HealthSeekers brand and national programmes
Bigwave Marketing has announced a partnership with GGFit to lead the branding and marketing development of HealthSeekers, a coaching-led approach designed to help leisure operators and health clubs engage people who want to live healthier lives but do not identify with traditional gym models.
Initially appointed to support operator-level marketing, Bigwave’s role has evolved to include the creation of the HealthSeekers brand identity, product concepts, and campaign frameworks that can be applied consistently across multiple sites while allowing for local delivery.
HealthSeekers focuses on inclusive entry points to health, such as HealthChecks, simple measures, and coaching conversations that support confidence, everyday behaviours, and sustainable lifestyle change. The approach is designed to remove many of the barriers people associate with gyms and fitness marketing, while enabling operators to reach a much wider audience.
Bigwave already works with operators taking part in the first cohort of the HealthSeekers Accelerator Programme, including LED Community Leisure and Active Mid Devon, making the partnership a natural extension of existing relationships. As part of the programme, Bigwave will develop site-specific marketing assets, offers, and assist GGFit with customer journeys aligned to the national HealthSeekers framework.
The partnership builds on a long-standing working relationship between Bigwave and GGFit, spanning more than 12 years and multiple sector projects. As part of this collaboration, Bigwave has developed a new HealthSeekers visual identity, alongside branding for key products including the HealthCheck appointment, One Month to a Healthier You, and Feel Five Years Younger programmes.
Simon Beer, Director at Bigwave Marketing, said:
“We’re excited to be working with GGFit on HealthSeekers. The programme aligns strongly with our belief that marketing in this sector needs to be more human, more inclusive, and more focused on real health outcomes. HealthSeekers gives operators a clear way to talk to people who have traditionally felt excluded from fitness, and that’s a powerful opportunity.”
Guy Griffiths, founder of GGFit and HealthSeekers, added:
“Bigwave have an exceptional understanding of leisure and fitness. They’ve been instrumental in shaping how HealthSeekers shows up in the world; translating purpose and strategy into branding and content that genuinely resonate with both operators and the people they support.”