GoodLife is highlighting the variety of reasons people choose to prioritize going to the gym.

Its latest campaign work claims “there’s always a reason” to choose to work out, looking to connect emotionally and playfully with its wide target audience by citing being able to pick up a 100-lb dog or getting away from annoying office colleagues.

Tammy Brazier, vice president of marketing, partnerships and external relations with GoodLife Fitness, tells strategy that category convention is typically a focus on the physical benefits of working out.

“People are looking for more than that,” Brazier stresses, adding that what made this campaign fun was the awareness from member research that people are now working out so they can enjoy other parts of their lives and invest in their own mental well-being.

She also says that fitness advertising is often very serious, but a playful positioning can resonate very well too.

GoodLife’s “There’s always a reason” campaign is digitally focused and includes a variety of main video advertisements, unique out-of-home creations, organic social extensions and digital static masters. Strategic ad placement will target various audiences across Canada with unique contextual boards in each market.

For example, there is OOH placement featuring kettle bell lifts outside grocery stores, where people are lugging heavy bags of food as a reminder they can haul more if they’re stronger.

As well, in the downtown core, it is deploying messaging about “outrunning your inner critic,” as a way to erase self doubt and imposter syndrome experienced by many office workers.

GoodLife is planning to capture a series of interviews with people candidly sharing their reasons for going to the gym. This video content will be shared via GoodLife’s Instagram Reels and on TikTok. GoodLife will also share member posts, answering common fitness questions and spotlighting personal motivations.

When it comes to the competitive set, and going against the likes of LA Fitness, Orangetheory and others, for GoodLife it’s about having a wide complement of services, both the in-club live experience and digital, because “life happens” whether that’s getting sick or being on the road.

The campaign will run for several months.

The buy partner is Nevada’s RoR Partners, a newly minted relationship from October based on the shop’s expertise in the fitness space.

“Media buying in the subscription space can be a little different, than just traditional retail or product purchase,” Brazier says.