PureGym launches new brand platform
For the first time, PureGym is now launching its international brand platform in a Danish context. The platform marks a strategic shift focusing on the brand, and is created by Forte Advice and Initiative.
Susanne Ingemann Terney
11 Feb 2026 11:14
Example of OOH from PureGym's new campaign. Photo: PR
The fitness chain PureGym is ready with a new brand platform on Danish soil – and the first campaign that focuses on brand-building messages rather than exclusively tactical price communication.
This has been announced by Forte Advice, who, together with the media agency Initiative, is behind the Danish rollout, in an email to Markedsføring.
The new campaign focuses on everyday feelings and, for example, asks questions like "Happy New Year? Or a really happy New Year?", "Missed the bus, but caught up with yourself?" – or very simple questions like "Good morning?".
And according to Forte Advice, this approach reflects "a more inviting form of communication" with a focus on brand building.
Rikke Pernille Petersen, Brand Marketing Manager at PureGym Denmark. Photo: PR
Thus, they do not attempt to dictate any specific feeling, but instead speak into small, recognizable human moments that can bring positive feelings "in the midst of busyness, stress, or rainy weather."
"The fitness industry in Denmark is highly competitive and has historically been driven by tactical communication about offers and prices. It still is today, and we at PureGym must continue to work with that," says Rikke Pernille Petersen, Brand Marketing Manager at PureGym Denmark, in the email, adding:
"But with our new brand platform, we are adding an extra layer to build a stronger and more long-term relationship with our members."
Cultural study ensures Danish emotions
The Danish campaign has been developed based on PureGym's international brand platform Feel PureGym Good.
The overall visual approach and cinematic universe have been developed by McCann, while Forte Advice has further developed the platform strategically and communicatively for a Danish context through local insights, messages, and cultural translation.
Forte Advice worked on this by, among other things, conducting a cultural study in which the target group was interviewed and asked to track their own feel-good moments in everyday life – and not just in connection with training.
Mathias Bøgvad Mikkelsen, Advisor at Forte Advice and strategist on the collaboration with PureGym. Photo: PR
"Our study clearly showed that 'feel good' is not something that you as a brand can or should define in advance for the Danes. On the contrary, the communication creates greater relevance when it opens up for reflection rather than delivering a conclusion," says Mathias Bøgvad Mikkelsen, Advisor at Forte Advice and strategist on the collaboration with PureGym, in the email.
The insights from the cultural study showed, among other things, that Danes' feel-good moments are often linked to more calm and down-to-earth situations such as nature, presence, and relationships.
At the same time, the study also pointed to a central communicative premise: namely, that PureGym must not define the feeling for the consumer, but must invite reflection.
"Therefore, we have worked on translating PureGym's international platform into a Danish cultural context, where PureGym does not tell you what the good feeling is, but instead invites the consumer to feel it for themselves and recognize it in their own everyday life," says Mathias Bøgvad Mikkelsen.
Rethought media strategy
The new approach also marks a change in PureGym's media-strategic approach to communication.
Where it previously consisted exclusively of tactical placements, the new effort is intended as a long-term investment in building the brand and creating a stronger relationship with consumers.
Therefore, the media planning has also been developed in close cooperation with the creative concept to ensure consistency across channels and formats.
The article continues below the image.
Example of execution from PureGym's new campaign. Photo: PR
“At Initiative, we work based on the 'Fame & Flow' philosophy. It is about optimizing the building of Fame through emotional messages and following up with tactical communication (Flow), thereby ensuring the conversion into memberships,” says Jan Sørensen, Managing Director at Initiative, in the email.
He elaborates:
"The balance between the media investments in Fame & Flow respectively was determined based on a thorough analysis and optimized in real-time across channels via our AV planner. In close collaboration with Forte Advice, the formats and placements for PureGym's campaign were adapted to the creative strategy to ensure the greatest possible impact."
The campaign has been rolled out on nationwide OOH, in shopping centers, and major ownership placements in the Copenhagen metro at both Kongens Nytorv and Nørreport.
The article was published on 11/02-2026 by Dansk Markedsføring, written by Susanne Ingemann Terney: https://markedsforing.dk/artikler/nyheder/puregym-lancerer-ny-brandplatform/
