Background: This paper describes the process, impact and outcomes of an innovative health policy project entitled Gym for Free in Birmingham, UK. Objectives: To explore the short-term effectiveness of the pilot scheme in relation to access, utilisation, perceived benefits and sustainability. Design: Cross-sectional study using survey and focus group interviews. Setting: Community-based physical activity intervention programme. Methods: Data were collected using a validated questionnaire (n = 257) and focus group interviews (n = 9). Descriptive and inferential analyses were conducted where appropriate. Focus group interviews were recorded, transcribed and analysed thematically. Results: Findings showed that the pilot scheme increased the uptake of exercise particularly for women in an economically deprived inner city area. The use of leisure facilities also increased markedly (p < 0.05). Thus, the Gym for Free scheme was a step towards addressing health inequality by increasing access to and widening participation in exercise with multiple physical, mental and emotional benefits. Conclusion: Based on the findings of this pilot research project, Gym for Free won numerous national awards for its policy innovation, and, through the support and advocacy of the research team, was extended so as to be available to the whole population of Birmingham, between 9 a.m. and 5 p.m., 7 days a week.