Initially appointed to support operator-level marketing, Bigwave’s role has evolved to include the creation of the HealthSeekers brand identity, product concepts, and campaign frameworks that can be applied consistently across multiple sites while allowing for local delivery.
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| photo credit: Halfpoint on iStock |
HealthSeekers focuses on inclusive entry points to health, such as HealthChecks, simple measures, and coaching conversations that support confidence, everyday behaviours, and sustainable lifestyle change. The approach is designed to remove many of the barriers people associate with gyms and fitness marketing, while enabling operators to reach a much wider audience.
Bigwave already works with operators taking part in the first cohort of the HealthSeekers Accelerator Programme, including LED Community Leisure and Active Mid Devon, making the partnership a natural extension of existing relationships. As part of the programme, Bigwave will develop site-specific marketing assets, offers, and assist GGFit with customer journeys aligned to the national HealthSeekers framework.
The partnership builds on a long-standing working relationship between Bigwave and GGFit, spanning more than 12 years and multiple sector projects. As part of this collaboration, Bigwave has developed a new HealthSeekers visual identity, alongside branding for key products including the HealthCheck appointment, One Month to a Healthier You, and Feel Five Years Younger programmes.
Simon Beer, Director at Bigwave Marketing, said:
“We’re excited to be working with GGFit on HealthSeekers. The programme aligns strongly with our belief that marketing in this sector needs to be more human, more inclusive, and more focused on real health outcomes. HealthSeekers gives operators a clear way to talk to people who have traditionally felt excluded from fitness, and that’s a powerful opportunity.”
Guy Griffiths, founder of GGFit and HealthSeekers, added:
“Bigwave have an exceptional understanding of leisure and fitness. They’ve been instrumental in shaping how HealthSeekers shows up in the world; translating purpose and strategy into branding and content that genuinely resonate with both operators and the people they support.”
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Bigwave Marketing Boilerplate
Bigwave Marketing is full-service marketing agency supporting over 650 leisure and culture facilities across the UK. The agency is proud to be one of 2,700 UK certified B Corps, providing marketing services to organisations and businesses that have a positive impact on their communities or customers. This key driver means the agency works with a diverse range of global clients that all, in their own ways, make a difference. This includes leisure operators, local authorities, charities, education institutions, and private sector businesses from accountancies to Zoological parks.
An in-house team of 57 staff work together to provide support and expertise across advertising, branding, content, design, paid media (PPC), photography/videography, print, search engine optimisation (SEO), social and websites.
The agency philosophy is to start with a small drop and develop into a Big Wave. Find out more about Bigwave at www.bigwave.co.uk
GGFit Boilerplate
GGFit exists to help more people be healthier and happier through activity. Since 2008, we have worked with health and fitness organisations to use data, measurement, and behavioural science to reduce member attrition and support long-term participation.
Traditionally, our work has focused on helping clubs improve member retention by introducing simple health checks, meaningful metrics, and practical processes that enable staff and management teams to better understand their members and respond earlier with the right support.
Through HealthSeekers, GGFit is now helping organisations evolve beyond traditional membership models towards more coaching-led approaches. This transition focuses on supporting a wider population with their health, embedding coaching behaviours within teams, and developing more inclusive, resilient health and fitness models that deliver value for both people and organisations.
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