Evolve is the intelligence ecosystem for the leisure & wellbeing economy. Our brand is considered, grounded and factual. Our brand is positioned to operate at a global level. Providing thought leadership and commercial opportunity to operators & partners.
To bring operators, partners, platform and data together to ignite forward-thinking intelligence for the leisure & wellbeing economy.
Providing decision-ready answers delivered through our platform and consulting - so every move forward is backed by evidence, not instinct.
Pragmatic. Determined. Here to help others win.
If we can't source it, we don't say it. Every number is traceable to LeisureDB or a named dataset.
We measure ourselves on the decisions our operators, partners and investors get right - not on the dashboards we ship.
We do the unglamorous work - cleaning data, sourcing partners, pressure-testing answers - until the picture is clear.
Operators, partners, platform and data brought into one system. The ignition only happens when all four meet.
We work in leisure and wellbeing - the work should feel as enjoyable and rewarding as the sector it serves. Sharp thinking, never stiff delivery.
We build long-term relationships with operators, partners and peers. Trust is earned through transparency, consistency and showing up for the sector.
The mark is the proposition. Operators, partners, platform and data converge - four streams meeting in one place to ignite forward-thinking intelligence. The spark at the centre is the moment they meet.
Who is already inside the gate. Tenure, frequency, spend, churn risk, the geography they travel from.
11% of members account for 38% of visits.
The places people actually come from. Drive-time and walk-time shapes, demographics, density, growth.
47k adults inside a 12-minute drive.
Every operator in the frame. Format, price, capacity, programming, opening and closing patterns.
Six competitors. Two new openings last quarter.
What the catchment wants but cannot get today. The gap between intent and provision, modelled to postcode.
2,400 unmet weekly visits in racquet sports.
Any one circle is a fact. Two is a relationship. Four, read together, is a defensible decision.
We sound like a senior analyst briefing a CEO: precise, plain, and confident in the data. No hype. No jargon for its own sake.
State the conclusion first, then the evidence. Readers should know what to do by the end of the first sentence.
A number, a place, a date. 'Membership up 11% YoY in Manchester' beats 'strong growth nationally'.
Write for a smart non-specialist. If a term needs defining, define it once and move on.
We don't oversell. The data does the talking; the prose stays out of its way.
The Evolve wordmark is set in Space Grotesk, all lowercase, with wide tracking (0.32em). The trailing slash signals continuity - the work is ongoing.
evolveevolveevolveFour directions evaluated for the Evolve identity. Each shown on light and dark surfaces with its ethos, narrative and typography stack.
Ethos
Confidence through restraint. The wordmark stands alone — no mark, no ornament — letting typography carry the entire brand voice.
Narrative
The slash is the signal: a thin diagonal that reads as forward motion, the editorial cut of a publication mast. EVOLVE set wide and quiet says we have nothing to prove and everything to deliver.
Typography
TMTMEthos
Place-based intelligence. The pin anchors the brand to the physical world — destinations, venues, postcodes — the geography the leisure economy runs on.
Narrative
Substituting the O with a pin is a single, legible move: a cartographic gesture inside an otherwise calm wordmark. Quietly playful, never cute.
Typography
evolveTMevolveTMEthos
Networked intelligence. Four nodes — operators, audiences, data, decisions — held in a single hexagonal frame. No node leads; the value is in the connection.
Narrative
The four circles read as a grid of stakeholders, a constellation of venues, or the corners of a market. Industrial, geometric, quietly editorial.
Typography
evolveTMevolveTMEthos
Convergence into insight. Four circles meet and the negative space resolves into a four-point spark — the shared visual grammar of AI-era intelligence.
Narrative
Independent inputs converge and a spark emerges in the space they share. Held inside a hexagonal frame so it reads as platform, not plugin.
Typography
evolveA · WordmarkB · PinC · QuadD · SparkAn Andela-inspired palette: deep mature green grounds the brand, peach cream warms it, and a clay accent gives signal. All values are defined as oklch tokens in src/styles.css.
Primary text, logo, headlines
Default surface / page background
Brand accent, buttons, key UI
Emphasis, signal, highlights
Tinted surfaces, chips, hovers
Elevated panels, modals
Quiet surfaces, dividers, fills
Secondary text, captions
Hairlines, separators
Errors only. Never decoration
Space Grotesk for display and headings, with tight letter spacing (-0.035em). Inter for body, captions and UI. Numbers use the ss01 and cv11 features for a calmer reading rhythm.
Where demand meets place.
Intelligence, made legible.
Where demand meets place.
Evolve combines a global operator database, geospatial catchment modelling and a proprietary demand index. Together they turn raw signal into a decision you can defend.
Two libraries work side by side. Photography is editorial-documentary: real spaces, real people, natural light — gyms, racquet sports, studios, pools and the digital tools around them. Vector is the platform's own visual language — catchment maps, schemas, charts, KPIs and the agent-insight motifs we use across the product and decks.
Editorial portraits of the Evolve team and the wider industry — captured in the spaces they work and the stages they speak from. Same documentary language as the category photography: real light, real rooms, no studio polish.
A single geographic mesh language — nodes, edges and overlays — applied across catchment, demand, competitor and live-network analysis. Cream ground with dark ink mesh for analytic views; inverted ink ground with glowing sage for live and operational views.
The mesh is a working surface, not decoration. It anchors hero compositions, sits quietly behind feature cards, and gives empty states a sense of place. Always low-contrast, always behind content.
One series, one accent. The bar that matters is clay; the rest stay sage at reduced opacity.
Every major report ships with a podcast cut — hosted by the insight team, 25 to 45 minutes, narrative not just narration. Covers use a dark editorial frame, a single accent drawn from the report's palette, and a waveform or speaker motif. Episode number and runtime sit top-left in mono.
Three 30-second cuts that explain the platform end-to-end. One for everyone (platform tour), one for operators (members, churn, retention) and one for partners (reach, intent, pipeline). Same editorial system across all three — Playfair display type, JetBrains Mono labels, accent colour by audience.
The homepage stage uses three short, ambient clips. Real spaces, real people, no captions or graphics. Each loops silently behind the editorial headline. Click to enlarge.
Motion is restrained and editorial. Fades and gentle rises between 200ms and 400ms with an ease-out curve. Avoid bounce, elastic and spring effects.
Reference executions across the formats Evolve shows up in — website, decks, video, events, email, reports and webinars. Built from the brand system on this page.
The intelligence layer for the leisure & wellbeing economy. Members, catchment, competition and demand — modelled to postcode.
A new look at member concentration and what it means for retention strategy across the UK estate.
Two production-ready stand designs — one compact (2m × 2.5m) on a soft sage background, and one wide (4m × 2.5m) on a live geo-mesh backdrop. Evolve logo locked to the top; lower third reserved for aesthetic only (it gets blocked by people at events).
The Evolve marks, palette and typography are property of Addleisure Limited. Partners and press may use the assets below for editorial coverage and joint communications.
Two decades of industry data, one continuous thread. The dots above the "DB" travel up and apart, the disc splits in two, and the four circles of the Evolve mark settle into place — with a spark in the negative space where the signals converge.
2005 → today