Giving new gym members reason to celebrate.

Total Fitness believes that everyone is better fitter. And when it comes to fitness, no other gym supports their members as much to help them meet their goals. Our aim was to increase new sign-ups in January, placing a strong emphasis on the benefits of being a Total Fitness member.

We understood from the get-go, that a January gym campaign was almost as expected as someone eating one too many mince pies at Christmas. Which is why we started by getting an understanding into the competitor landscape, as well as learning who Total Fitness are and what makes them unique.

Taking all our insights onboard, we presented initial territories to the Total Fitness team, with each taking the campaign in a direction which felt distinctive to them.

The route selected was centred around the notion that everyone’s goals are different. And that Total Fitness’ great value health clubs and community-driven approach means that everyone feels empowered to succeed, whatever their focus is.

Leaning into the feel-good fun, personality and welcoming community feel, we created a campaign concept which aims to continue the celebrations through December and into January.

“Celebrate every win” clearly supports any gym goal as well as subtly nodding to an inclusive message. To create a memorable moment within each video, we slowed our gym go-ers celebrations right down to capture that elated feeling of breaking through.

These celebratory moments were coupled with a playful script to bring through the fun, feel-good tone of voice Total Fitness adopts.

From digital adverts to door drops, radio and gym point of sale our campaign was created to target specific audience types who would join Total Fitness.