Club Fitness

THE CHALLENGE

Because of a decline in memberships, Club Fitness challenged Geile/Leon to refresh its brand and effectively communicate the total value a Club Fitness membership offers in comparison to competitors, not just in terms of affordability, but also comprehensive services and amenities, more locations where members work and live and a steadfast commitment to creating a welcoming atmosphere where members can achieve all of their personal health and fitness goals. Ultimately, the new brand would drive better retention amongst current members, and an increase in new members.

THE SOLUTION

G/L developed a new brand positioning and brand architecture, introducing a new brand message that encompassed the total value of Club Fitness: “The Right Fit for Every BODY”. G/L created a brand campaign that included TV, radio, outdoor, SEO, direct mail and in-store POS.

Creative featured different body types doing a variety of exercises, making the case that every BODY can come to Club Fitness, feel comfortable and confident in their individual abilities and have access to all of the services and equipment they need to reach their personal goals.

THE RESULT

The “Right Fit for Every BODY” campaign launched in mid-January 2016, but has already contributed to a 10% increase over revenue goal for Q1 2016 across all 23 St. Louis-area clubs.

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