THE ASK
LOOMIS has played an integral role in helping long-time client Fitness Connection establish themselves in the marketplace as a high-value, low-cost gym bringing a premium workout experience to all. Recent marketing efforts had focused on gaining new members through bottom-of-the-funnel conversions via urgent, quick-hit promotions. While this approach worked to secure initial conversions, it didn’t create the loyalty and retention needed for the brand to keep up in the highly competitive fitness space. LOOMIS recommended a top-of-the-funnel, brand awareness campaign to tell the Fitness Connection story and convince potential members to explore the gym for reasons beyond the appealing $10/month price point.
THE INSIGHT
Data showed that 60% of new Fitness Connection members over the previous year were between 18 and 34 years of age. Dubbed “Generation Active,” this demo is a combination of younger Millennials and Gen Z, or “Zillennials,” who make up 80% of all gym-goers. Their workout motivation goes beyond physical appearance, with a whole health approach to fitness (mind, body, and soul). Constantly bombarded by influence, they are “identity nomads” looking to experiment with different ways to build their best selves. LOOMIS knew if we could tap into the mindset of this audience, we could show them Fitness Connection fits their lives perfectly.
THE OPPORTUNITY
The first step: evolving Fitness Connection’s current “Your Gym Come True” campaign to incorporate the personalized experience that Zillennials crave. We needed to demonstrate that Fitness Connection goes beyond affordability, offering fitness options that align with their personal motivations for achieving all their goals.
THE CAMPAIGN
With a multi-channel approach that includes video, paid social, email prospecting, and OOH, the campaign drew parallels between the day-to-day activities of Zillennials’ lives both in and out of the gym. Swapping the word “everything” in the theme “My Everything Come True” with emotional benefits they seek in their fitness journey, the campaign brings the Fitness Connection experience to life.
VIDEO
This new approach required a new look and feel that elevated the brand, so we brought in Matt Shaffar of FilmYard to capture the kind of action that would resonate with our target. Both directing and editing, Matt brought a music video energy to the footage and delivered the vibe Zillennials find engaging. With a series of 30- and 15-second spots, we delivered this new message through connected television, pre-roll, and paid social.
PAID SOCIAL
To reach Zillennials on the platforms they frequent, we combined emotionally charged “My Everything Come True” lines with imagery that showcased Fitness Connection’s incredible gym and amenities. The rugged swash treatment used for the personalized lines gave them a more organic presence and a high-energy edge to connect with the audience.
OUT OF HOME
Out of home elements featured new, high-impact photography that captured the Fitness Connection energy and an elevated message designed to connect personally with the target audience.
“This campaign elevates our brand beyond just a budget-friendly gym to a place where members can truly thrive. We’re excited for this campaign to boost brand awareness and position Fitness Connection as the go-to gym for this generation.”
— Katie Freeman, Fitness Connection VP of Marketing
