10 Thousand Design Emphasizes Authentic Interactions
Anytime Fitness, a fitness brand and fast-growing fitness club franchise, is launching a “Real AF” marketing platform as part of an operational strategy to deliver a holistic approach to fitness, health, and wellness through authentic interactions between Anytime Fitness coaches and members, in person or via the mobile app.
The “Real AF” platform extends across the entire brand experience, and includes a revamp of the club’s interiors with the aim of delivering an in-club experience that puts coaching front and center within better defined spaces for personal training, nutrition, coaching, and recovery services. Ultimately, nearly 5,000 locations in nearly 40 countries, on all seven continents, will be effected.
There’s also a more interactive digital experience that tailors each member’s access to coaching and support. Finally, the revamp includes a modernized logo and a monogram.
Says Stacy Anderson, president Anytime Fitness: “Our traditional coaching approach at Anytime Fitness has played an essential role in literally thousands of member success stories over the years. The ‘Real AF’ experience amplifies the unique and personalized way our coaches provide the best guidance accessible anytime, anywhere.” The first campaign spots have launched; each spot encourages members to fully embrace themselves as they are and seek the services and support provides.
Anytime Fitness worked with 10 Thousand Design on brand evolution and in-club experiential design, and Colle McVoy on the “Real AF” creative campaign for national tv, digital, print, streaming audio, and social.