Fitness Connection My Everything Come True

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.
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.