What the David Lloyd Clubs Premiumisation Means for Boomerang’s Clients

Back in April 2024, David Lloyd Clubs announced a three-year plan to invest £500m in their UK business – one year on and new Clubs have opened, and existing Clubs have seen significant enhancements in member facilities and year-round experience, as part of the premiumisation plan.

Premiumisation of Clubs (check out the showreel) has seen the addition of best-in-class facilities, including state-of-the-art gyms, indoor and heated outdoor pools, world-class racquet facilities, stylish group exercise studios offering a range of Signature classes, luxurious Spa Retreats with Spa Gardens, friendly clubrooms with co-working business lounges, kids’ club facilities and childcare. – all designed to encourage health-conscious members to spend more time in their Clubs . This isn’t just about fitness, it’s about providing a premium lifestyle environment that embraces wellness, fitness, family, working and socialising.

Not only is this investment great for David Lloyd Clubs’ members, it’s also great news for brands that want to reach an upscale audience within a first-class environment. Our network of 280+ digital out-of-home D6 screens, situated within the Clubs’ most popular high dwell-time areas, deliver a pure-play media engagement that only reaches high-value people.

The most significant outcome of David Lloyd Clubs’ premiumisation strategy is that members are visiting their Clubs more frequently and doing so for longer – an important point when a brand’s ability to influence is directly linked to dwell-time.

Across the first third of 2025, member visits were up 2m year-on-year, achieved through a blend of holistic attendance growth and new club memberships (80% of new members have opted for premium packages). This increase in footfall and dwell time tells us that David Lloyd Clubs 795,000 members enjoy spending time in their clubs – enhancing quality of life and mindset is a big part of the David Lloyd Clubs’ ethos; a benefit that can also be felt by brands using in-club digital screens, since a positive mindset makes a person 50% more receptive to advertising.

The David Lloyd Clubs’ media opportunity is unique – what other in-venue DOOH advertising opportunities exist to deliver multiple daily opportunities-to-see, to such a well-defined membership? If a local, national or multi-national brand is looking to reach high-earners (+75% ABs), who have families, run businesses, embrace wellness and are socially and economically active – David Lloyd Clubs is the place to be.