From Hull to 100: Our Journey to Designing 100 Gyms for One of the UK’s Leading Gym Chains

Attracting an average of 6,000–8,000 members per gym, JD Gyms has built a powerful commercial model. Multiply that across 100 sites and you have one of the UK’s most successful fitness brands – a model driven by design, scale, community and growth. From day one, Briggs Hillier has been JD Gyms’ design partner, shaping spaces members subscribe to month after month.

Revolutionising the Gym Sector with a High-Performance Model

Disrupting the sector, JD Gyms has redefined the UK fitness scene over the last decade. Moving beyond low-cost, low-impact spaces, the brand delivers strong commercial returns, with ancillary revenues that consistently outperform expectations. Today, it’s a high-yield business attracting half a million members nationwide to a high-performance gym offer that goes far beyond aesthetics.

From Hull to One Hundred: A Milestone for a Market Leader

The journey began in Hull in 2014, when we helped JD Gyms transform a former Fitness First site into a competitive destination. With a huge Exercise4Less down the road, the first JD Gyms location had to prove its commercial strength – fast – going head-to-head with an established gym chain.

Working closely with JD Gyms CEO Alun Peacock – a trusted figure in the fitness industry who was hands-on in every decision – we created a gym on a fraction of today’s budgets. Every metre and every material had to work hard to deliver impact, utility, and cost-effective style.

The first site championed raw construction materials, creating an industrial-style that conveyed authenticity, functionality, and timelessness. The exposed structure and unpolished finishes reflected the foundations of fitness – raw, disciplined, and full of potential.

From the very beginning, success was defined by values that remain central today: creating a place members wanted to be, where everyone felt comfortable training, and where flow and functionality supported individual fitness journeys. Designed as an inclusive community – a gym for everyone – this standard has guided every JD Gym since.

By the tenth gym, the model was proven. Bolder, more expansive sites followed, pushing the footprint to 20,000–25,000 sq ft. More sites, more opportunities, more acquisitions. And in 2020 would come JD Gyms’ biggest acquisition yet: a transformative move that doubled the JD Gyms’ estate overnight.

Even during the Covid pandemic, when many operators paused, JD Gyms pressed on. Unit sourcing, design transformations, and openings continued within restrictions, proving resilience in a volatile market. Today, as the chain’s 100th gym lands in Enfield, JD Gyms stands firmly among the UK’s leading fitness brands with a trajectory few can match.

An Unrivalled Member Journey that Fuels Retention & Growth

From day one, working closely with the JD Gyms team, we prioritised meticulous space planning to shape an intuitive member journey, optimised every touchpoint for density, movement and member motivation, and curated a distinct design language for high-performance training zones.

Over time, we have evolved the look and feel, club by club, with every new location pushing the concept further – amplifying impact, enhancing scale, and reinforcing an inclusive atmosphere where everyone feels welcome.

We embrace the architectural character of each building. From reimagining Liverpool’s 1906 Gothic Revival-style State Insurance Building to creating the world’s first octadecagon gym at The Roundhouse in Cheltenham, every gym is unique and memorable in its own right while staying true to brand.

Always evolving but firmly rooted in JD Gyms’ DNA, the concept blends neon signage, bold brand messaging, raw materials, and premium lighting to create a gym experience that fuels motivation, drives retention and incites word-of-mouth growth. Crucially, it is a concept that flexes. From expansive 20,000–25,000 sq ft. ‘sheds’ to 10,000 sq ft single storey sites with added 10,000ft mezzanines, we’ve proven the concept can scale, adapt, and perform.

Transforming Fitness Trends into High-Performing Spaces

JD Gyms has established itself as a trend leader, using insights from member behaviour to anticipate shifts and translate them into high-performing training zones that drive engagement and maximise commercial potential. From Spin and “Burn” studios in the early clubs to female-focused areas, Glute Zones, and more recently, Functional Training and Hybrid Zones that meet evolving member needs, each addition is guided by a deliberate spatial strategy and material language. The result is a concept that remains relevant, fresh, and commercially effective.

New Formats. New Markets. A New Chapter of Growth.

JD Gyms continues to accelerate its expansion, exploring new formats that extend reach and strengthen nationwide presence. While large-format gyms remain the benchmark for scale and impact, mezzanine builds on retail park units and compact city locations unlock opportunities in high-demand, competitive markets.

From Hull to one hundred, strategic, creative, commercially-driven design remains central to JD Gyms’ success – and we’re as committed today as we were on day one. The concept continues to evolve under our design guidance, ensuring every space performs for members and for the business, while keeping the brand one step ahead.

Looking to scale your brand with this same level of precision & impact? Get in touch with our studio.