New Tagline
CHALLENGE
With direct competitor Equinox opening in the neighborhood, a creative refresh was needed to attract young professionals, while not alienating a core audience of older adults.
The health and fitness center's location on the 3rd floor, with additional barriers of a security check and elevators with long waits at peak times, meant a lack of visibility and foot traffic. A promotional poster in the front of the building was doing a heavy lift.
OPPORTUNITY
“The Freedom to Find What Motivates You” deemphasizes weight loss as a goal, signaling a welcoming environment, and reminding prospects that movement is enjoyable!
The tagline offers the opportunity to share the truly impressive array of offerings, including a saltwater pool and indoor basketball court, aligning particularly well with the signature promotion—a complimentary day pass. No value is placed on one form of fitness over another, appealing to the broad audience that this fitness center can serve.
EXAMPLE COPY
THE FREEDOM TO FIND WHAT MOTIVATES YOU.
100+ Group Classes Weekly—aqua fusion, boxing, spin, yoga, and more
Newly updated strength training equipment
Lots of choices for cardio machine workouts
Ozone-purified pool (healthier for hair and skin)
Full-length indoor basketball court
Member perks throughout the year!
Ask about small group training, sports leagues, nationally certified personal trainers, Hyperice® percussion restoration therapy, and programs for kids and teens.
ACTIVATE YOUR 3-DAY PASS
SUCCESS STORY
The tagline, paired with a striking image, worked well across a variety of media, and successfully fended off the threat of cannibalization from Equinox.
As a bonus, the Center had been promoting new member deals on foam core front-of-house posters, but disposing of them regularly as the offers expired. I increased sustainability by proposing we instead print posters with areas where a magnetic snipe with offer terms could be placed instead, saving thousands of dollars each year.