GoodLife Fitness’s latest campaign, “Live Your Good Life,” features people of differing athletic abilities at all stages of life, from a baby ultrasound to athletic students to older adults. The spot encourages people to invest in themselves by making more time for a fitness regimen.

Tammy Brazier, senior vice president of marketing, partnerships and external relations with GoodLife Fitness, tells strategy the brand wanted to showcase the real-life challenges that its members experience each day, like being a mother and balancing a packed schedule.

“And getting back to finding time for yourself,” Brazier says. “We also know that capturing people’s attention early on in a story is important, and we felt like the ultrasound and the storyline that we started with definitely did that.”

Brazier adds it was important to emphasize life’s different stages and how GoodLife Fitness could accommodate their needs. “There’s a lot of variety in who our members are,” she explains. “When you serve a million members, you certainly get variety. And I think it’s important for us to bring all of their stories to life.”

But as Brazier explains, awareness is less of a challenge for Canada’s largest fitness club. “We want to continue to keep the importance of physical and mental well being top-of-mind, so continuing to refresh our narrative and connect with people’s ‘why’ is really what’s behind our brand strategy.”

Last year, GoodLife highlighted what motivates gymgoers through its “Always a Reason” campaign. And because the January 2024 campaign performed well, GoodLife didn’t want to abandon that completely with a new brand campaign.

“So instead, we thought we’d bring to life some of the realities that go with non-traditional reasons to come to the gym, and some of the challenges that people face,” Brazier says.

The creative is by Gut Toronto, with RoR Media, based out of Nevada, on the buy.

“Live Your Good Life,” runs throughout the year, with a comprehensive marketing strategy that includes paid media, social placements and channels in GoodLife clubs.

GoodLife has moved away from television to be increasingly digitally-focused, diversifying its media to match its customer base. “You will see things on Snapchat. We do focus on meta with Facebook and Instagram, but we’ll also do some things on Pinterest. Certainly TikTok is one of (the channels),” Brazier says.

GoodLife plans to release different versions of the ads at strategic intervals, increasing the longevity of the campaign and building sustained interest.