24 Hour Fitness Gets Personal in Groundbreaking New Brand Campaign
Fitness Industry First: Actual Club Members Share Life-Changing Experiences
SAN RAMON, Calif. - May 5, 2008
24 Hour Fitness, the largest national fitness club chain, today launched an innovative new advertising campaign starring actual club members who have overcome personal challenges through fitness. The “12 Million Lives” campaign is intended to inspire people to embark on a life-changing journey by using the power of fitness to improve their physical and mental well-being. The brand campaign is unique for the fitness industry and demonstrates an innovative approach to reaching current and potential club members.
The stories presented in the campaign are representative of the millions of members who have been served by 24 Hour Fitness. Since opening its doors 25 years ago, the fitness chain has helped more than 12 million members in pursuit of their fitness goals, a remarkable record of achievement that continues today in more than 400 clubs in 15 states across the country.
“24 Hour Fitness is dedicated to helping people change their lives through fitness and we want that passion to come through in this new campaign,” said 24 Hour Fitness Chief Executive Officer Carl Liebert. “We are dedicated to helping our more than three million members start a lifelong journey toward being healthy, not just the before and after snapshot. It’s important to let people know that’s it is never too late to start a fitness program that will improve their quality of life.”
The new TV ads feature six 24 Hour Fitness club members from a variety of backgrounds. Each story is a remarkable example of how exercise and nutrition has transformed the member’s life:
- Christopher Collins from Round Rock, Texas; recovered from a major car accident and lost more than 80 pounds gained as a result of his injuries
- Sharlynn Nielsen from Payson, Utah; lost more than 130 pounds and gained her self confidence back
- Caitlin Pomoroy from Pasadena, Texas; recovered from knee surgery and finished a 100 mile kayak race
- Dorian Blancarte from Santa Barbara, California; lost more than 40 pounds to get back in shape after high school and college
- Glen Bedingfield from Spring, Texas; lost more than 90 pounds at over 60 years of age and helped lower his blood pressure and risk of health problems
- Nathaniel Arnold from Camarillo, California; lost almost 100 pounds and went from a 49 inch waist to a 34
“This new brand campaign marks an exciting new chapter in our company history,” said Chief Marketing Officer Tony Wells. “We are tremendously inspired by our members and it’s only natural for us to showcase their achievements. As we look ahead to the coming year, these real-life stories will continue to be showcased in our upcoming campaigns.”
24 Hour Fitness went through a rigorous process to select the members who are featured in the new ads. Their team members were asked to submit names of club members who have a unique story related to the pursuit of fitness. From a list of more than 12,000 names, 7,000 members were asked to complete a survey, resulting in 5,300 submissions which were narrowed to approximately 200 amazing stories. The stories were then categorized (e.g., weight loss, athletic goal, physical recovery, etc.) and the best six selected for use in the spots.
“I am grateful to 24 Hour Fitness for providing me with the tools and motivation I needed to lose more than 130 pounds,” said Sharlynn Nielsen, a 24 Hour Fitness member featured in the new ads. “It is my hope that being part of this campaign and telling my story will inspire others to take the steps to change their lives too.”
The new television campaign will debut Monday, May 5, 2008 at 9 p.m. Eastern / 8 p.m. Central during FOX’s hit show “House” with a 60 second spot entitled “Sharlynn.” An interactive Web site (www.12MillionLives.com) will launch in conjunction with the new campaign, featuring real members and their stories. The site will also allow club members and non-members to enter their own weight loss or fitness stories and pictures.