GoodLife Fitness is spotlighting real people who inspire others in their fitness journey – and not just the young, super-fit people you see on Instagram.
Nicole Pekerman, VP of marketing, GoodLife Fitness, says with “What Makes a Fitfluencer,” the chain is reclaiming fitness for everyone, not just obsessives with bulging biceps and six-pack abs.
The campaign, created by new AOR Gut, pushes against the stereotype of “fitfluencers” as people who obsess over selfies, supplements and inspirational quotes. Anyone who stays active, GoodLife says, can be considered a “fitfluencer” that inspires and motivates others to do the same.
“We’re celebrating the people who show up and put in the work to be active and then share that experience with people around them,” Pekerman says.
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While it’s become the norm to show real people in other verticals, according to Pekerman, in the fitness space, you typically see hyper-fit athlete types, and the cliché of a bead of sweat on someone’s brow. GoodLife, she was, really wanted to upend industry tropes.
Social, digital and OOH elements capture real people – both members and GoodLife staff – showing up and doing their best.
GoodLife also worked with Gut to overhaul its colour scheme, selecting a palette, music and design elements that convey the dynamic energy of fitness and celebrate the human element of working out.
In addition to being more inclusive and approachable, the campaign reflects changing behaviours among current and would-be gym members. Pre-pandemic, Pekerman says the top reason for joining a gym was largely cosmetic and for weight loss, but now it’s more about stress reduction and mental health.
The latest campaign, therefore, is also about emphasizing that fitness includes spiritual and mental motivations, hence the gym chain featuring its meditation and recovery rooms in some of its communiques.
Lots of people are coming back to fitness regimes, and the brand is seeing a recovery, Pekerman says, as it competes with large chains like LA Fitness, but also boutique gyms in a much more competitive environment than was the case twenty years ago.
For the latest campaign, Carat handled the buy side, which include a return to TV ads for GoodLife after an absence during the pandemic, as well as the addition of connected TV to the mix.. The brand is also experimenting with TikTok, and in keeping with the approach of the campaign, it’s opting for a less polished and more authentic approach to that medium.
Ad spend is a bit higher, Pekerman says, and GoodLife is treating this campaign as its “new January” and harnessing enthusiasm to get people back to the gym.
This spring, GoodLife touted the variety of its services beyond a physical gym, including on-demand digital offerings.
