24 Hour Fitness “Strength in 24”

The Challenge

Following the pandemic, 24 Hour Fitness rolled out its reimagined ‘Strength In 24’ initiative which aims to build a more complete and holistic approach to fitness by emphasizing mental health, physical recovery, and nutritional fitness.

Accompanying the new initiative, 24 Hour Fitness launched a series of refresh projects to: open new clubs; remodel previously closed clubs; and expand the capacity of its existing clubs to foster a communal, 360 approach to fitness.

Southport had the opportunity to design and produce “Grand Re-Openings” for 4 clubs across California since the launch. Celebrations included a quiet room for meditation, affirmation mirrors, free chair massages, meal prep catering, pressed juices, custom heat-pressed t-shirts, raffle prizes, VIP goodie bags, grab-and-go spa experiences, and so much more.

We look forward to bringing these activations to more club openings across California and beyond in the coming months.

Client Name

  • 24 Hour Fitness

Event Date

  • 2021-2023

Event Location

  • Roseville, CA

Services Provided

Overview of yoga room in purple light at experiential marketing event in Los Angeles, CA
Man sitting in purple room practicing yoga at experiential marketing event in Los Angeles, CA
Engaged customer enters raffle ticket for contest at experiential marketing event
Man flexing at grand opening of immersive brand experience
Person getting ready for a massage at Grand Opening experiential marketing event
Variety of bottled pressed juices in cooler
People waiting outside to enter new brand experience building
Sign depicting different design options for heat transfer shirts
Person finalizing heat transfer for promotional t-shirt design fabrication
New members explore healthy meal prep options at 24 hr fitness experiential marketing event
Person placing raffle ticket in box
Experiential marketing event staff explaining meal preparation steps to customer
Event staff handing out custom promotional t shirts with 24 Hour Fitness logo and event hashtag
group of engaged customers waiting in line to enter 24 Hour Fitness experiential marketing event in Los Angeles, CA
Man holding winning raffle ticket at 24 Hour Fitness experiential marketing brand activation event in Los Angles, CA
Woman writing inspirational message on mirror
People in line to check out at fitness club
Overview of heat pressed shirt designs
People waiting in line to enter new brand activated experience
Person entering raffle contest with ticket at 24 Hour Fitness experiential marketing event in Los Angeles, CA
Woman experiences new compression massage chairs at 24 Hour Fittness experiential marketing event in Los Angeles, CA
Woman using heat press to imprint promotional design on to a t shirt
Grand opening of 24 hour fitness with brand activation

Results

8 Clubs Opened

  • Roseville, CA
  • Irvine, CA
  • Hollywood, CA
  • Mountain View, CA
  • Piscataway, NJ
  • La Costa, CA
  • Brentwood, CA
  • Hawaiian Gardens, CA

Most recent club opened in West Roseville won the award for Top Club Performance 2023

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