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' The Church of LA Fitness '

Client: LA Fitness
Brand: LA Fitness Health Clubs

The challenge
Coming into the key membership sales period of January, LA Fitness wanted to grow market share to ensure growth in a market that was declining due to the tough economic conditions and peoples need to save money.

Audience insight
People’s motivation in joining a gym in January was largely driven by feelings of guilt and the need to do something good for their health and fitness as much of modern life is not seen as conducive particularly after the indulgences of Christmas festivities. This we turned into a very different and bold creative approach that encouraged people to come and repent their sins at the church of LA Fitness. This gave all sales people in the local gyms a great piece of theatre to go about the January recruitment campaign.

Ambitious sales targets were met with LA Fitness growing in a declining market by taking share from their competition.

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