The Gym Group

Challenge 

New year, new start. For gymnasiums, at least, January is the most contested time of year. So, how do you create a stand-out campaign in a crowded and competitive market?

Provocative Thought

What if a fitness brand were to tell the truth about New Year’s resolutions? What if we call time on all the usual gymspiration mantras that flood the market leading to unrealistic expectations and, instead, help them make real shifts in their lives? What if we helped people make real resolutions?

Solution

To reinforce The Gym Group’s positioning as a gym for everyone regardless of their weight, ability or figure, we set about inviting and enticing people to engage and share their #realresolutions. Delivered through a multi-channel, brand-response campaign, we’re driving conversions while constantly building The Gym Group brand.