Creative Strategy: Health & Fitness

My team was tasked with creating an awareness campaign for Life Time’s personal training brand. Instead of executing the usual suspects of tactics, we took a step back and looked at the bigger picture. We realized we really didn’t have a “brand” and that members had misconceptions and lack of information about our services. We conducted a competitive landscape and developed consumer profiles that represented our diverse client base. We also looked at how we could communicate a message about our products and services in a clear and concise way that we could own. I came up with the term Core 5, which is now called Core 3, which encompasses our unique philosophy on adopting a healthy way of life. Core 3 represents: Know It (understand what’s going on with your body based on medical testing), Nourish It (eat the right foods and make appropriate lifestyle changes) and Move It (engage in activities that interest you and will help you get the best results).

  • For Life Time Fitness