David Lloyd

Transformative brand development project


Rebrand and reposition an underperforming food and beverage business in David Lloyd’s global portfolio of health clubs.

With the average spend per head stuck at a meagre £2, David Lloyd Leisure’s 100+ restaurants were underperforming commercially and failing to deliver the brand proposition of – ‘life, be fit for it’.
Our challenge was to create a relevant food and beverage brand experience that embraced ‘life, be fit for it’ as its guiding light, quadruple average spend per head, excite both staff and stakeholders to enough to become internal ambassadors, and create a proposition strong enough to stand tall in the market.


David Lloyd’s personal trainers actively discouraged members to purchase food and drink at health club cafes, as the food choice was generally unbalanced and unhealthy. Members were time poor with a desire to either lose weight, maintain performance or be generally healthier. Some held the belief that healthy food can tend to be bland or unsatisfying.


We created the brand proposition of ‘fast fitness food’ – to deliver a unique healthy food offer inspired by Paleo and 40:30:30 dietary programmes.

We created completely new ‘dlicious’ branded cafés for all sites with entirely new interior design and layout, including grab and go. We devised training programmes to deliver the brand values from the board to the waiting staff. Everything was targeted specifically to meet the needs of time poor, health-conscious consumers.


The dlicious brand has commercially delivered 400% growth since launch. Members now have appropriate options for food at a health club, targets were surpassed, and a huge amount of value has been added.