24 Hour Fitness
How does a national fitness brand grow memberships, launch 30 new clubs, and rebrand — all at once?
24 Hour Fitness is a leading national fitness brand with nearly 300 clubs across the United States, dedicated to helping members build healthier, happier lives.
About the Client
Industry
Retail
Campaign Type
National Brand & Club Launch
Timeline
3 Months
The challenge
24 Hour Fitness was revamping clubs, opening new locations, rebranding, and launching the 24GO app. They needed to grow memberships, increase online inquiries, and drive non-member club visits.
Before a single dollar was placed, VMG got to work understanding the audience. We researched behavioral patterns, market dynamics, and competitive positioning across all 17 markets to identify where prospective members could be reached most effectively and what would motivate them to act. That intelligence became the foundation of a fully integrated, multi-channel campaign designed to build brand awareness, drive club visits, and convert new members at scale.
The approach
Armed with audience intelligence and market research across all 17 markets, VMG deployed a fully integrated media strategy including OOH, radio, cable, OTT, mobile and experiential.
OOH placements were selected based on behavioral indexing to ensure impressions were reaching the right audiences in the right locations. Radio was activated through DJ partnerships, with on-air personalities sharing their personal 24 Hour Fitness health journeys to create authentic, trusted endorsements in each local market. Experiential activations at clubs and high-traffic points of interest created real-world buzz and drove immediate sign-ups. Cable and OTT channels were selected based on their ability to reach prospective members most likely to convert, and mobile retargeting kept 24 Hour Fitness top of mind for visitors to both their clubs and competitor locations.
The Results
The campaign delivered. New member conversions climbed online and in-club, new locations opened to strong attendance, and 24 Hour Fitness showed up in some of the most high-profile cultural moments in the country.
Why this Worked
Connected execution creates stronger campaign alignment and more effective media coordination.
This engagement reinforced the importance of maintaining alignment across strategy, planning, execution, and optimization to support more consistent and performance-focused media campaigns.
"The team at VMG has become an integral part of our marketing team. Their strategic approach has greatly increased our media efficiencies and effectiveness."
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