London catchment, covered with one or two more sites.

The situation.

The same gym chain wanted to make sure its London site locations were optimised, to identify any gaps in placement and to understand how learnings from the UK could be applied to expansions worldwide.

The process.

We designed a commercial and residential score by combining publicly available datasets with statistical techniques, and created an algorithm that builds catchment areas per site and surfaces the key potential locations based on their neighbours. We produced heatmaps and proposed new areas to cover gaps based on penetration rate.

The outcome.

We shifted the focus from optimising London sites to expanding in markets with new and higher carrying capacity, reassuring the firm that it needs only one or two more sites to reach the full London catchment.