When 24 Hour Fitness came to us, the fitness category was known for high employee and client turnover. While 97% of Americans said fitness is important, only 12% worked out regularly. In response, 24 Hour Fitness sought to revitalize their communications, improve their brand expression, and create a more inclusive brand ethos.
We recast 24 Hour Fitness as the brand that enables clients to “live better,” emphasizing the benefits one hour of exercise brings to the other 23 hours in the day. The corresponding visual design featured a foreground image and a background “tile” pattern to evoke a calendar. We also recommended that the company reward staff for membership renewals to promote ongoing relationships. The new brand strategy resulted in lower attrition of both clients and employees—and a highly successful sale of the business.