24 Hour Fitness, Carlsbad, California, has partnered with digital mental health platform Headspace Health to offer three months of free Headspace subscriptions to new and existing 24 Hour Fitness members at its 300 clubs while supplies last, the company announced on Oct. 3. The company is extending a similar offer to its 9,000 team members.
The partnership launches on Oct. 10, World Mental Health Day, and is part of 24 Hour Fitness’s holistic strategy to offer dynamic fitness and wellness experiences to club members.
“I’ve always been proud of our company’s mission to create a healthier, happier world,” said Karl Sanft, president and CEO of 24 Hour Fitness. “Now more than ever, this mission extends beyond physical fitness to include the importance of mental health and well-being. That’s why our partnership with Headspace Health is so timely. The science-based mindfulness and meditation app will offer a new level of wellbeing to both our team members and club members — because we want everyone to develop a healthy mind and body — the best combination to tackle whatever your day brings.”
The partnership campaign communications plan includes messaging in physical and digital platforms, as well as support by in-club team members to help 24 Hour Fitness club members take full advantage of the Headspace offering.
Once the campaign concludes, club members and staff will be offered a special subscription rate to the Headspace app content.
After surveying members, 24 Hour Fitness found that they want a fitness space that supports both mind and body health and is a refuge to help reset their next 24 hours. Sixty-four percent of the 24 Hour Fitness audience rated emotional well-being as more important now compared to 51 percent pre-pandemic.
Headspace offers a range of tools to help people stress less, sleep better, get moving, and to find more focus and joy. A subscription provides access to more than 1,000 hours of mindfulness content that include guided meditations, eyes-open exercises such as mindful walks and runs, breathing exercises and focus music. Recently, Headspace released new content collections that celebrate and empower women, provide education on stress management, and support parents and students of all ages during the back-to-school season. Also included are tools to help members get a good night’s rest — sleep meditations, sleep music, wind downs and specially designed sleepcasts.
“Decades of research show that physical and mental health are deeply intertwined,” said Katie DiPerna, senior vice president, partnerships at Headspace Health. “With this partnership, we’re thrilled to bring awareness of the power of meditation and mindfulness to the 24 Hour Fitness community, and to provide their members and employees with a new tool to improve their overall health and wellbeing.”
24 Hour Fitness has built a series of partnerships that offer club members and guests a variety of fitness and wellness experiences that can help support overall health. Recently launched partnership programs include Nutrishop and recovery program iCRYO. The company has also entered the boutique fitness space with a new HIIT offering P.A.S.E. Factor, among other partnerships.