Workout Anytime sought to grow in a highly-competitive market — as a value-priced fitness chain.
Local club commercial produced by Miller eMedia takes advantage of low-cost, late-night ad rates. Spot is easily adapted to other franchise clubs.
Workout Anytime lives in a commodity environment — low-price, no-frills fitness clubs that offer a room full of machines, 24/7 convenience, and low monthly fees. Achieving brand differentiation against Anytime Fitness, Snap Fitness, Planet Fitness, 24 Hour Fitness and others was a challenge.
Using the Brand Story Workshop approach, we developed a brand position around CONVENIENCE — neighborhood convenience, 24/7 convenience, not waiting convenience. Brand messages included:
- “Workout when it works best for you.”
- “Fit in fitness before the carpool.”
- “Matrix Fitness Equipment without the waiting” and so on.
The new Web site performs consumer and B2B roles with two distinct audiences and messages. As part of Design Coup, Bruce Miller developed strategy, content and videos for this unique franchise offering. VISIT SITE | LOCAL SPOT | TESTIMONIAL VIDEOS