Wellness
KA Leisure is a community-focused network of gyms in Scotland, welcoming a wide spectrum of users, from semi-professional athletes to individuals recovering from injury or living with long-term health conditions. Despite the quality of its services, the atmosphere in the gyms was being held back by uninspired, repetitive music. Members often complained about the lack of variety, and the overall experience failed to reflect the brand’s inclusivity or energy. The gyms were not standing out from local competitors, and retention rates were suffering as a result.
Altaura created a set of curated soundtracks designed to meet the needs of KA Leisure’s diverse membership. By carefully balancing genre, tempo, and energy level, we introduced musical variety throughout the day that supported everything from high-intensity workouts to low-impact recovery sessions. The playlists were designed to reflect the energy in the space, and adapt to the needs of the people using it, helping create a more motivating and community-focused atmosphere.
Tailoring Music to the Full Spectrum of Users
From elite-level training to gentle rehabilitation, KA Leisure spaces are used for a wide range of physical activities. We worked closely with the team to identify these different energy zones and crafted playlists accordingly. High-tempo tracks supported cardio and strength training areas, while calming, instrumental sounds helped guide yoga and recovery sessions. The result was a gym experience that felt inclusive, considered, and genuinely useful to the people using it.
Multi-Genre Programming for Broader Appeal
Rather than sticking to a single genre, we curated a blend of pop, hip hop, electronic, dance, and instrumental tracks. This variety helped engage a wider demographic, supporting the community-first ethos of KA Leisure. Tracks were chosen for both familiarity and motivation, with regular updates to avoid repetition and maintain energy across all times of day.
Aligning Sound with Retention Strategy
Prior to implementation, KA Leisure’s retention rate was just 36 percent, with the majority of new sign-ups cancelling within a short period. After introducing the new music strategy, that figure rose to over 73 percent. Creating a more positive and motivating environment played a significant role in this shift. The music gave members one more reason to feel good about their gym experience and to return regularly.
Lifting Staff Morale and Energy
Staff also reported a noticeable change. With less repetition and a more thoughtfully programmed soundscape, the energy in the gyms became more upbeat and consistent. Employees felt more motivated and took pride in working in an environment that felt unique and forward-thinking. Music became a shared asset that supported not just members, but the team delivering the service.
Creating a Community Feel Through Sound
The music now reflects the personality of each gym, supporting a sense of belonging and community. It no longer feels like background noise, but a key part of the space that adapts to its people and purpose. As a result, members feel seen, included, and energised, while the brand stands out as a more dynamic and enjoyable place to train.
Impact and results
Membership retention improved significantly, rising from 36 to 73 percent after the new music strategy was implemented. Members reported enjoying their sessions more, and staff noted a more motivated and consistent atmosphere. The music now plays a vital role in creating a space that is inclusive, productive, and engaging.
“We have seen significant increase in membership retention and real community feel about our facilities which music had a huge role to play in. We are looking forward to continuing our partnership with Altaura and would highly recommend them to anyone.”
our work
Altaura helped KA Leisure turn music into a tool for community building, brand differentiation, and operational improvement. By matching music to the people in the room, the gym became more than just a place to work out. It became a space people wanted to return to.
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