Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 02 November 2007
Live and Breathe supports gym membership
drive
Leading gym brand LA Fitness has launched a range of innovative off the shelf, no strings attached, one-month membership packages.
The packages will initially be available at each of the 87 LA Fitness clubs from November They are designed both as gifts for the Christmas season and as a means of encouraging trial among non-members to experience the benefits of the gym
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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There are plans under discussion to roll out the initiative to the high street within multiples and sports retailers.
LA Fitness has brought in creative retail agency Live and Breathe to mastermind its packaging approach to trialling and gifting membership, the first of its kind in the sector.
The agency has been briefed to design and produce the membership packs as well as a range of collateral including dispenser units, information leaflets, membership cards and promotional posters.
Live and Breathe is working with iconic illustrator Jonny Voss to create lighthearted, down to earth illustrations in his distinctive cartoon style.
Characters created exclusively for LA Fitness will appear on all membership package items together with lifestyle photography to reflect the accessible, youthful LA Fitness brand.
Nick Gray of Live and Breathe commented: "There are broadly accepted practices when it comes to selling gym membership; one example being a firm belief that guided tours are an essential component of any sale.
"Mark Jenkins at LA Fitness is turning the gym sector on its head - he is a seasoned marketer with blue-chip client-side credentials complemented by big agency experience.
"He is applying his innovative approach and style to this sector and in so doing is positioning LA Fitness as a brand that is truly breaking the mould".
Mark Jenkins, LA Fitness marketing director, commented: "Many potential gym members are unwilling to commit at the outset and this new approach is an extremely powerful way of convincing them of the benefits of membership; the packages available are extremely flexible; they can be bought by members as gifts to give to their friends at Christmas and other gift-giving occasions or simply as a talking point allowing existing members to encourage friends and family to trial the LA Fitness experience.
"They are also ideal for students and short-term visitors to an area who cannot be tied down to an annual membership.
"The look and feel of the membership packs is high quality and premium, reflecting LA Fitness brand values and meaning that our initiative also translates perfectly into a gift that is both aspiration and practical while representing fantastic value for money".
The three membership packages retailing at GBP99 each include one month's membership, one personal training session and one of three personalised extras including four sunbeds, a pack of EAS protein shake to last 30 days and 30 sachets of Ultra Life Detox Pack.
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