With over 150 health clubs in 41 major markets across the US and Canada, Life Time Fitness has a huge brand with a ton of reach. But with so many locations in it can be hard to have cohesive messaging that feels relatable to all of its varied audiences. Life Time Fitness needed help identifying a social media strategy and creative directing content to help connect customers and prospects to the brand’s mission and culture through digital avenues. 

Our mission was to curate content that inspired individuals to live a healthy lifestyle—whether they’re at Life Time, the office, home, or anywhere else life takes them. 

We broke our content into four primary pillars — Move It, Know It, Nourish It, and Live It — which became drivers for how to segment their brand moving forward. In the process, we discovered that creating natural, relatable content featuring scenes from everyday life received much higher levels of engagement, than the over promotional hard sells they had been pushing in the past.