Anytime Fitness' "Get to a Healthier Place" Ads Reflects New Consumer Priorities
Gym Members Now More Concerned about Overall Health than Weight Loss
HASTINGS, Minn. - Oct. 14, 2014 // PRNewswire // - A new study by the International Health, Racquet and Sportsclub Association (IHRSA) concludes that the number one reason adults belong to fitness centers is "To stay healthy." "To lose weight" ranked fifth on the list of gym members' goals. The prioritizing of health – and the ability to enjoy an active lifestyle – is also the focus of the re-branding of Anytime Fitness, the world's fastest-growing health club franchise.
Emphasizing the belief that gyms should be designed to meet people wherever they are in their fitness journey, the theme of Anytime Fitness' new campaign is "Get to a Healthier Place." The line, developed by the advertising firm GdB, speaks both to members as well as Anytime Fitness clubs themselves, which people often refer to as the "Cheers of health clubs," a place where everybody knows your name.
A new "Get to a Healthier Place" television commercial asks, "When was your Anytime?" A series of regular-looking people answer: "When my 5-year-old dusted me in a race to the end of the block." "When my baby weight was acting more stubborn than my baby." "When I woke up one day and I was frickin' sixty!" An announcer concludes, "Whenever you're ready, our door is always open." Anytime Fitness, which opened more than 300 new gyms last year, has been the world's fastest-growing fitness club chain for seven years in a row.
"We're really excited about this new direction," said Stacy Anderson, Anytime Fitness' Chief Marketing Officer. "Not only is it a great advertising line that's ripe for social media, but it's truly foundational for our franchisees and our company. Our mission has always been to improve the self-esteem of the world."
The timing is right, too, given the national rates for obesity, diabetes and heart disease.
Advertising Age: http://adage.com/article/cmo-strategy/anytime-fitness-past-body-image-national-campaign/295301/
The campaign launches this fall and will continue throughout 2015 in a mix of TV, online, radio, print and outdoor ads.
Go here to view the creative: http://www.gdbagency.com/project/anytime-fitness/
Other Recent Anytime Fitness News: http://anytimefitness.com/press
About Anytime Fitness
Ranked #1 on Entrepreneur's prestigious Franchise 500® list, Anytime Fitness is the fastest-growing gym franchise in the world, with 2,600 gyms serving more than 2,000,000 members on five continents in 20 countries. Open 24 hours a day, 365 days a year, Anytime Fitness prides itself on providing its members with convenient fitness options and friendly, personal service in well-maintained facilities which feature top-quality exercise equipment. Gyms are now open in all 50 states, Canada, Mexico, Australia, New Zealand, England, Scotland, Ireland, Grand Cayman, Poland, the Netherlands, Spain, Qatar, India, Chile, Japan, Singapore, Malaysia and the Philippines. All franchised gyms are individually owned and operated. Join one gym and use them all. Members also enjoy free access to AnytimeHealth.com, the most comprehensive wellness website available.
About Gabriel deGrood Bendt
GdB is an independently owned, Minneapolis-based marketing services agency, offering expertise in brand strategy and communications – including advertising, interactive, public relations and stuff not invented yet. The agency is a two-time winner of the American Association of Advertising Agencies' O'Toole Award. Visit GdB at gdbagency.com.
SOURCE Anytime Fitness