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


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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