As the marketplace becomes more crowded and the fitness category gets even more saturated, Club Fitness challenged Geile/Leon to develop a unique campaign concept that would truly separate them from both local and national competitors in the St. Louis region. The new campaign would continue to build on the Club Fitness brand promise of making fitness accessible to everyone in the region, no matter what his/her individual fitness goals are, because Club Fitness celebrates every BODY—no matter their shape, size, age, experience level, schedule or budget. The objective of the new campaign was to drive better retention amongst current members, and increase new member acquisitions.
Geile/Leon developed the Lift Local campaign using a strategy based on a unique selling proposition that no one else in the market could claim – Club Fitness is St. Louis born and raised, locally and employee-owned for over 35 years. This campaign is a movement that captures St. Louis pride and encourages the community to Lift Local. By highlighting members all over the region, Club Fitness becomes more than a gym, it becomes a place where every BODY, from all walks of life and with different fitness goals, comes together to lift and support each other.
Lift Local is a rallying cry that also extends into the community, providing numerous opportunities for joint promotions and sponsorships with like-minded St. Louis companies, organization and events. The Lift Local message is an anthem for health and fitness for the entire region.
The “Lift Local” campaign launched in January 2019, but the movement has already begun. The campaign has contributed to many “local” conversations across all Club Fitness social media platforms and has seen great support from many of its members and employees alike.