what we did/how we did it

event details

venue: The Royal Armouries, Leeds

type: conference and awards

delegates: 400

Very few brands have the energy and the focus of The Gym Group. We love working with them!  Their annual conference is one of the highlights of our year and we know how important it is to our client.  We’ve been working with The Gym Group for a while now and one of the things they seem to like about us is the way we present them with brand new ideas for their yearly event. This year we focused on all of our delegates leaving the one-day experience thinking, feeling and seeing how they had an important role in the continuous evolution of their company.

Together, we smashed it.  Here’s the story.

The Brief

Our job was to bring 450 people from 128 different Gym Group sites together to celebrate success, learn how to work even more effectively together, ensure delegates understood how the immediate future would look and gain an appreciation of their role in realising this success. We’re talking team building, award ceremonies, networking, evening entertainment – the full-service event management approach.  Gym Group’s annual conference is an opportunity for employees from 128 different sites together every year. The event included a conference in the day with teambuilding activities as well as an awards ceremony in the evening.

The Concept

We understand how The Gym Group are wired, so we ensured that the conference was held in one venue so that guests could share ideas, network and to maintain their effervescent energy throughout.

The set was designed to capture the delegate’s imagination and we managed the space so that there was plenty of movement around the conference throughout the event.  We mixed up the activities with interactive presentations, multiple team building sessions and provided intimate breakout areas so that guests could seize the opportunity to hold important meetings while they were there.


The Delivery

As always we focused on the detail that makes all the difference.  We built a convex LED wall which made the set bright, dynamic and vivid, its span and moving images made the content dynamic and impactful. The wall was flanked by two large LED screens ensuring that every delegate has the best view in the house. The stage wrapped around the LED wall and provided a large space for activities and the panel sessions, as well as an area for speakers to walk around and connect with the 450 strong audience. The thrust in the centre of the stage also allowed speakers to get as close to their audience as possible. The day was all about energy so we used our brilliant facilitator Darren who motivated the audience and kept the client excited and focused.

This event had to achieve a number of critical communication objectives and so we designed a range of different ways for delegates to on-board the key messages of the event ensuring that these methods gave delegates the chance to interact freely with the content.  At one point in the conference we used the concept of the ‘silent disco’ to manage the communication.  Delegates were gathered in clusters across the space in different breakout sessions. Everyone wore headsets so that they could hear their own facilitator without disturbance.

Teamwork was an important focus for the day, so we worked with our partner Bluehat who designed a number of team experiences to help the 450 people from 128 different sites get to know each other better.  Again, knowing the client well, we worked together to deliver sports day style games which were a big hit through to a ‘Build a Bike’ activity where teams put children’s bikes together from scratch. These bikes were then gifted to children in the local area!  This was a tremendous success – we’ve seen some of the thank you cards from the schools!  This all proves that businesses can make a difference to their own people and make a positive impact to the wider local community.

The finale of the day was an awards ceremony where individuals and teams celebrated their success and enjoyed a hilarious comedian.