Fit for Life

Why do people work out?

To look good?

To fit into that sexy dress that’s one size too small?

To cross-train for another sport?

To meet a potential mate at the gym?

There can be many reasons why people exercise or a combination of reasons why people exercise, but LA fitness’ approach in their training for life campaign is just this: to be strong and healthy for everyday situations.

People tend to not exercise unless they need to. Until they start to notice the muffin tops puffing out of their jeans. Until they start to notice joint pain from carrying too much weight in their body. Until they realize they don’t have the metabolism of a teenager. Unless they notice a threat to their health or that their bodies have packed on one too many pounds to fit into nice clothes, most people do not care about exercise. In fact, Pew Research conducted a poll offering respondents a list of 22 issues of political and social concern and asking them which of them they would rate as a “top priority.” Obesity was ranked at the very bottom. (Wieder, 2008)

LA fitness decided to create the concept of the importance of being fit for life. The models used in the campaign are not body builders or stick-skinny women in tight fitness clothing, but rather they are everyday people doing everyday things. The campaign stresses that the end benefit of being healthy is being able to use it in everyday situations. Sometimes you just need a little extra strength to push a broken down car or to carry your heavy luggage when you travel. Maybe you go out to party and your drunken best friend needs some physical support to get to the car.

Everyday situations, everyday people, and one thing in common: everyday strength.

The campaign speaks to everyone because it is everyone who could use a little more strength in their life. A great way to market your fitness facility is to find a good reason for fitness. With the Training for Life campaign, LA Fitness positions their fitness facility to be the place to develop everyday strength.

Wieder, R. (2008). Survey results: Why we don’t exercise; obesity is our least concern; . Retrieved from http://calorielab.com/news/2011/02/10/why-we-dont-exercise/