Do More
In an Olympic year, 24 Hour Fitness was tasked with capitalizing on its sponsorship of the United States Olympic Committee (USOC) while competing with low-cost providers like Planet Fitness. We decided to focus on the variety of offerings, with an emphasis on studio classes that appeal to women.
*Largest revenue increase company history, 2017 & 2018. Based on EBITA. 60% of new members were women.
Channels: Pre-roll, paid social, targeted display ads, email, print/digital out of home, website and event (Rose Parade Float)
Athlete Spots: To draw more attention to our sponsored athletes we showcased them training in our clubs alongside footage of them competing in previous games.
PENN STATION NYC
Rose Parade: Activated our Olympic Team sponsorship with our Rose Parade float featuring our three sponsored athletes. By celebrating our athletes, we garnered more airtime and brand awareness than the average float. Due to the excitement around the upcoming winter games.
POST OLYMPIC’S SPOT