CASE STUDY - David Lloyd
Optimising gym spaces with David Lloyd
David Lloyd operates 135+ premium health and fitness clubs across the UK and Europe. Gym refurbishments routinely exceed £500k per site. Until Fyma, equipment and layout decisions were driven by manager intuition, supplier recommendations, and member surveys. Fyma connected to existing CCTV, delivered analytics within 24 hours and surfaced £80,000 in wasted CapEx in the first week of Fyma being live.
The Problem
David Lloyd were making substantial refurbishment decisions without granular utilisation data. Design and product teams relied on manager intuition, supplier recommendations, and historical patterns.
- Layout assumptions repeated across 100+ clubs with a lack of utilisation data
- Risking capital and floor space to underutilised equipment
- Inability to justify CapEx decisions to boards with evidence
- Unable to verify survey feedback with actual member behaviour
The Solution
Fyma provided ongoing, camera-based utilisation analytics, requiring no additional hardware.
- Equipment-level tracking (specific machines, timing, duration)
- Zone utilisation analytics (strength, cardio, functional, recovery areas)
- Peak/off-peak patterns and session durations
- Investment-committee-ready reports
"Fyma's AI is crucial for understanding what members genuinely want. The insights are remarkable, and I'm eager to discover additional patterns across our portfolio."
David Lloyd
Design & Gym Implementation Manager
Results & Metrics
Within the first weeks, Fyma uncovered several high-impact findings:
- £60,000+ in underused equipment: Three premium treadmills (approx. £20k+ each) showed near-zero usage, contradicting assumptions that they were high performers.
- £80,000 in CapEx impact identified in Week 1: Data revealed equipment oversupply, layout-driven underuse, and strength-capacity constraints—informing smarter capital allocation before future refurbishments.
- Strength zone constraints: Data revealed that key strength equipment was operating at capacity for the majority of peak hours across the pilot period. Members were routinely arriving to find equipment occupied. The evidence made a clear case for rebalancing investment from cardio toward strength, a decision that would not have been supportable without usage data, as member surveys contradicted actual usage.
- Behaviour-led design clarity: Clear weekday peaks at 9am and 5pm, strong weekend surges, and lower-than-expected lunchtime usage provided evidence to optimise staffing, programming, and layouts.
- Multi-site expansion: Within two weeks, leadership confirmed plans to extend Fyma to additional clubs, including flagship locations, viewing the deployment as a low-cost way to de-risk approx. £850k refurbishment cycles.
Conclusion
Fyma transformed the operator's approach from intuition-driven to data-informed. By exposing £80,000+ in CapEx impact at one location, the platform demonstrated that relatively modest deployment costs can de-risk £600–£800k investment decisions, ensuring layouts and equipment align with actual member usage patterns.
Client Background
Industry
Health & Fitness
Location
UK
Information
David Lloyd operates 135+ locations across the UK and Europe, offering comprehensive clubs with fitness, racquets, spa, family, and wellness services. Their business model depends on frequent refurbishments and continuous equipment upgrades.
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