Edge Fitness Clubs

Pumping up brand image

Expanding rapidly in Connecticut and New Jersey, the Edge Fitness Clubs needed to balance highly-promotional campaigns to drive memberships with image campaigns to differentiate and sustain growth. We helped the Edge up their image game with a fresh photography approach and campaigns focused on emotion, not just price. Love Your Sweat, for instance, became an honest and unexpected mantra that spoke to the consumer’s trepidation or self-consciousness about joining a new gym. Success led the Edge to increase both lead and membership goals by 51% after the first year.

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