Connecting Local Investment with Everyday Fitness
Bigwave partnered with LED Community Leisure to deliver the campaign Your Community, Your Pound. The aim was to put LED’s status as a co-operative community benefit society (or Leisure Trust) at the heart of an member recruitment campaign, encouraging local people to join their leisure centres and gyms.
The main message ‘Your Community, Your Pound’ linked a £1 contribution to both meaningful community impact and a high-quality fitness experience.
While benefits for new members such as unlimited 1-to-1 guidance, supportive staff, comfortable facilities, accessible pools, and a wide range of fitness classes were highlighted, the focus remained on the positive impact that quality leisure and fitness facilities can have on the community, and how, as a not-for-profit, surplus income is reinvested to maintain high standards.
Our experience working with BWM on our latest campaign has been exceptional. They helped us highlight the diverse activities offered within our LED community leisure programme, including health referrals, swimming, gym facilities, and group exercise classes. While we previously ran a Join for a Coin campaign, we wanted to shift the focus to our community, leading us to create the ‘Your Community, Your Pound’ initiative. This campaign encourages local investment in our leisure community, and we are thrilled with the results!
Andrew Dare
LED Leisure Area Manager
Paid and Organic Media
We delivered a comprehensive social media strategy that encompassed both paid ads and organic content, with both providing high reach and excellent engagement. The campaign was segmented with different content for the different target markets of LED’s leisure brand, their commercial gyms, and swimming lessons.
The results showed that adverts and social media posts featuring genuine photography with real situations, such as swimming lessons or classes, resonated more strongly with the audience than more polished or promotional imagery. In terms of content style, carousel posts performed the best. Continually monitoring results for the duration of the campaign enabled us to optimise adverts and posting schedule for the best outcome.
Supporting Safe, Confident Swimming in the LED Community
In addition to the over-arching message of the campaign, ‘Your Community, Your Pound’, LED were keen to engage additional audiences by highlighting services such as swimming lessons.
LED’s blue was used to differentiate this strand from the core leisure messaging, enabling the assets to stand out while remaining part of the wider campaign.
Part of the LED Community
LED have recently added four commercial gyms to their portfolio: The Hangar, The Space, The Grove and The Engine.
These gyms are also non-profit and are run with the same ethos as leisure centres, but have their own unique brands, which Bigwave have worked with the LED team to develop.
The Your Community, Your Pound campaign included separate creative elements for each brand, all of which consistently had LED’s mission, vision and values front and centre.
The Landing Pages
All advertising, from QR codes on posters and flyers to digital ads, directed traffic to dedicated landing pages. Each section of the campaign had its own page, ensuring visitors found the information they needed.
This personalised approach achieved an engagement rate of over 75% on our top‑performing landing pages, with the Leisure page standing out particularly strongly. This demonstrates the effectiveness of directing audiences to tailored, purpose‑built content.
