How to develop a case study: Tips from Life Leisure

By Life Leisure | 15 January 2026 | TAGS: Stockport, Leisure, Marketing

Developing the case study

Our campaign, This Is How It Feels, was intentionally designed to be emotionally led — shifting the focus from what physical activity is, to how movement, community and connection actually feel. The aim was to change perceptions of physical activity by showing it as something that supports wellbeing, belonging and resilience, rather than simply a New Year’s resolution.

From the outset, I knew the campaign needed a real human story to bring that message to life and demonstrate its impact in a way that felt authentic and relatable. We wanted to show how physical activity can support people through life changes, and how community-based provision plays a role in that journey. A press release felt like the right vehicle to achieve this, allowing us to reach both consumer audiences and sector partners with a consistent, emotionally engaging narrative.

We worked with four campaign champions, each with powerful personal experiences linked to physical activity and wellbeing. While the initial intention was to showcase these stories collectively, it became clear through conversations and insight gathering that a more focused approach would be more effective. Sue’s story, in particular, reflected the emotional core of the campaign. Her experience of loss, and the role exercise played in helping her reconnect with strength, joy and community, aligned closely with the campaign’s purpose.

By choosing depth over breadth and focusing on one individual, we were able to create a more intimate, human story that allowed the campaign message to land more clearly and powerfully.

How the story took shape

Listening was central to the development of this case study. Rather than leading with messaging or predetermined outcomes, the focus was on understanding Sue’s lived experience — what she felt at different stages of her journey, the challenges she faced, and the moments where physical activity began to make a difference.

This approach helped identify the emotional shifts within the story, which became the foundation of the narrative. Finding a clear emotional hook was crucial. Sue’s story was sad, inspiring and eye-opening, and grounding the piece in those emotions ensured the narrative remained consistent and meaningful from start to finish.

Using Sue’s name and personal detail added authenticity and helped reinforce that this was not a marketing message, but a human one. Physical activity was not positioned as a ‘fix’, but as a supportive thread that helped Sue rebuild confidence, routine and connection over time. This balance was important in maintaining credibility and trust, particularly for audiences who may feel that exercise is not “for them”, while still clearly demonstrating its role in supporting wellbeing.

Key lessons

Developing this case study highlighted several transferable lessons that others can apply when showcasing community change and physical activity outcomes:

1. Start with people, not programmes

Lived experience brings impact to life. Taking time to listen to participants and understand their personal journeys creates stories that resonate far more deeply than headline statistics alone.

2. Identify a clear emotional hook

Every strong case study needs a central thread. Whether it’s loss, confidence, belonging or transformation, identifying this early helps shape a narrative that is focused, engaging and easy for audiences to connect with.

3. Keep stories personal and specific

Using names, quotes and real moments builds trust and authenticity. This helps audiences see themselves in the story and understand the real-world impact of physical activity.

4. Position physical activity as part of a wider journey

Rather than presenting activity as the sole solution, show how it contributes to broader outcomes such as connection, purpose and improved wellbeing. This creates more inclusive and credible storytelling.

5. Match tone to purpose

Emotion-led campaigns benefit from warm, reflective language. Overly corporate or outcome-heavy messaging risks undermining authenticity and reducing emotional engagement.

Practical guidance for replicating this approach

Partners looking to develop similar case studies can apply this simple, scalable approach in their own contexts:

·        Identify participants or champions who are willing and comfortable sharing their experiences

·        Hold informal conversations or interviews, listening for feelings, challenges and moments of change, not just outcomes

·        Select one strong story rather than trying to include multiple perspectives at once

·        Shape the narrative around a clear emotional hook, ensuring consistency from start to finish

·        Choose platforms strategically — press releases, blogs and social media can extend reach across different audiences

·        Ensure appropriate consent and trust throughout the process, particularly when sharing personal or sensitive experiences

·        Align individual stories with wider campaign messaging, allowing authenticity to shine while maintaining strategic consistency

By placing storytelling at the heart of impact communications, we can more effectively demonstrate the real, human value of physical activity in our communities — building connection, shifting perceptions and inspiring others to take their first step.

Read the case study from Life Leisure.

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