PureGym & Blis: Driving New Year sign-ups without cookies

New Year is the biggest moment in the fitness calendar, and the most crowded. Every gym is competing for the same wave of motivated consumers.

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11% incremental uplift in sign-ups

PureGym & Blis: Driving New Year sign-ups without cookies

11% incremental uplift in sign-ups
19% uplift in audio ad recall
2.45% gym visit rate among exposed users
90% listen-through rate

PureGym, one of the UK’s leading gym chains, needed to grow its membership through that window while adapting to a digital landscape where third-party cookies and IDs are disappearing.

Partnering with Blis, PureGym ran an audio-first campaign from late December to early February, reaching potential members in screen-free, high-attention moments and connecting that exposure to real sign-ups through cookieless tracking.

Across 9.8 million impressions in five weeks, the campaign drove incremental membership growth and proved that cookie-free attribution works at scale.

PureGym needed to reach high-intent prospects across local gym catchments at scale, then reliably link media exposure to landing page visits and new memberships.

Using Blis Audience Explorer, the team built audiences from multiple signals, including location, demographics, spend, app and web usage, weather, and time of day. That included people actively engaging with competitor gym websites, alongside Blis’ “Fitness Fanatics” segment of consumers regularly visiting gyms and activity centers.

Targeted audio ads reached these audiences during key daily moments. The Blis Universal Pixel captured post-exposure actions, including landing page visits and sign-ups, while Smart Holdout Groups compared exposed and unexposed areas to isolate the true incremental impact of the media.

The campaign connected audio exposure directly to new memberships during the most competitive weeks of the year.

11% incremental uplift in sign-ups, based on PureGym sales data
19% uplift in audio ad recall among exposed consumers
2.45% gym visit rate among exposed users, versus 0.65% for the control group
90% listen-through rate across 8.8 million audio completes

The campaign also improved brand perception and consideration against pre-campaign baselines. By pairing precision audio targeting with the Blis Universal Pixel and Smart Holdout Groups, PureGym tied media directly to new members, strengthening its position at the most critical point of the year without relying on cookies.