24 Hour Fitness
Campaign: “Endor-fitness”
Agency: Ten35
How do you sell people on a 24-hour gym when a pandemic forces sporadic long-term closures?
That’s the question 24 Hour Fitness struggled with after COVID-19. In the aftermath of nationwide lockdowns, the company couldn’t sustain 24-hour operations and needed to sell existing clientele on a gym that kept more regular hours.
With a little research, we learned that attitudes towards fitness among their core audience, millennials, were quickly shifting. These customers desired an overall wellness experience, which required a marketing pivot from the company’s previous focus on weight loss. 24 Hour Fitness came to Ten35 in search of something fresh and unique to help them stand out and pull new and lapsed clients (back) in.
Flagship Videos
Meet endorfriends. These cute, colorful depictions of endorphins naturally produced by exercise encourage customers to hit the gym for a new reason: to feel good. Three flagship videos introduced the endorfriends to viewers by integrating them into various exercise routines, promising customers a welcoming, low-pressure environment.
Yoga
cardio
Weightlifting
With a new focus, 24 Hour Fitness needed a new tagline. We landed on two that the company used across different assets: “Find your happy” and “Exercise your happy.” Simple, clear, and actionable.
Tagline
