GoodLife unveils new marketing campaign that claims fitness for all
Real-life fitfluencers demonstrate the benefits of being active and connecting with others
LONDON, ON, October 25, 2022 /CNW/ – If you ask Michel Gatchalian of Toronto what fitness means to him, he will tell you is about feelings of accomplishment, happiness and connection with the people around him at the gym. Gatchalian describes himself as a typical husband and father, who discovered fitness 10 years ago and has been teaching group fitness classes for eight years.
“It’s about doing something for yourself and enjoying how you feel. It’s an experience you want to share with others. I’m not the stereotypical instructor who has a toned, chiseled body. I face the same challenges as a lot of people I’m just an ordinary husband and father living day to day, but I can say I’m the fittest and healthiest I’ve ever been in my entire life,” did he declare.
Gatchalian is one of the GoodLife employees and members selected to star in the first phase of a new marketing campaign for GoodLife Fitness, which spotlights real people as “fitfluencers”. After a national casting call last month that generated nearly 3,000 applications, the advertising campaign is launched this week.
“With this campaign, GoodLife Fitness is reclaiming fitness for everyone. Fitness isn’t just represented by a perfect 6-pack or how many followers you have. It’s about getting up and running. present,” said Jason Sheridan, COO of GoodLife Fitness. “We celebrate people who show up and work to be active and then share that experience with the people around them. It’s the positive feeling you get when you take care of yourself and connect with others so that “they feel the same. That’s where the magic is.”
As part of the creation, GoodLife “fitfluencers” are captured in moments that portray their love of fitness. Each image features the member’s or employee’s signature, a symbol of their unique qualities as real fitinfluencers.
The creation of the campaign is a new direction for GoodLife Fitness brand imagery. GoodLife Fitness worked with its creative agency GUT Toronto to choose colors, music and design elements that convey the dynamic energy of fitness and celebrate the human element. The campaign revolves around images of Torontophotographer and director Matt Barnesknown for his artistic portrayal of leading brands and personalities captured in unique moments as if on stage.
Olivia Podscianski is one of the fitfluencers. The 23-year-old prison nurse from kingston has been running and weight training for five years. She got in shape to lose weight naturally and feel better after hitting 303 pounds.
“I love weightlifting and running, which I still can’t believe I can say. Developing my fitness over the past few years has been the best decision of my life,” Podscianski said. “I can ride any roller coaster, run 25+ miles, wear clothes from any store, climb stairs and most importantly feel confident and healthy…something I never felt in my life until about last year. or so!”
In addition to Gatchalian and Podscianski, the GoodLife ad campaign features other fitinfluencers of all ages and walks of life with meaningful stories about how fitness has improved their lives and how they’ve helped others connect to physical activity. GoodLife plans to create additional content featuring more real fit influencers in the coming months.
“Step into the gym can be a daunting experience and all it takes is a warm smile and a few caring words to make the transition to this new world a welcoming and rewarding experience. I believe everyone everyone and every BODY should feel welcome when they walk into the gym,” Gatchalian explained.
The campaign will run from now until early 2023 and includes a high energy tv commercial which demystifies the usual fitfluencer elements and celebrates the best parts of fitness for everyone. The campaign also includes out-of-home, digital and social media.
About GoodLife Fitness
GoodLife Fitness started in 1979 in London, Ontarioand has since become the largest group of fitness club chains in Canada and the fourth largest in the world. Founder and CEO David ‘Patch’ Patchell-Evans started the company with one goal…to give everyone Canada the opportunity to live a beautiful, fit and healthy life. With nearly 10,000 employees, over 900,000 members and more than 200 clubs, GoodLife helps transform the health and fitness of people across Canada every day. www.goodlifefitness.com
SOURCE GoodLife Fitness
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