24 Hour Fitness Updates Brand Identity with Holistic Approach

As it nears its 40th year in business, 24 Hour Fitness, Carlsbad, California, is moving to a holistic approach to fitness and has updated its brand identity to reflect that with its Strength in 24 initiative, the company announced.

It also launched a refresh of its existing clubs that will update the look and feel of the clubs and make room for new services that will signify 24 Hour Fitness’ commitment to their members’ holistic fitness journey.

“In our imagery, we wanted our members to see themselves in the campaign, not only physically, but in the emotions that come from leading an active, healthy life,” 24 Hour Fitness Senior Vice President of Marketing Jill Rankin told Club Industry. “That meant focusing not on the extreme nature of what the human body can do, but how we can change our minds and hearts as we transform our bodies.”

One of the lessons of the COVID-19 pandemic was that a balanced approach to fitness that includes mental health is critical, she said.

“We are on a long journey and will be evolving our idea of fitness for a long time to come, but for now we want to highlight 24 Hour Fitness’ member community and demonstrate that we understand what people want to get out of a fitness experience,” Rankin said. “We know, from listening to 24 Hour Fitness members, that managing anxiety and stress are as important as getting deeper into that yoga pose or spending some time with a personal trainer.”

People are not only craving a return to the social aspects of gym-based workouts, but nearly 80 percent cite mental/emotional well-being as their main reason for exercising, according to research from Mintel.

“The past few years have really tested the strength of our members in ways that we would never have imagined,” 24 Hour President and CEO Karl Sanft said in the announcement. “Inspired by the resilience of our members, we developed our Strength in 24 initiative to celebrate our member community. I love the idea that we are all moving together into the future with a new definition of fitness, one that includes mental as well as physical elements.”

The Strength in 24 initiative stemmed from a desire by members post-pandemic to connect with others, Rankin said.

“Strength in 24 is about being that nexus for a new definition of fitness and health,” she said.

The initiative is an opportunity to recast the idea of strength alongside a new understanding of fitness, she said.

“As we grapple with what it means to be fit in a new world, we also must address strength beyond the idea of its physical expression,” Rankin said. “Strength in 24 is about the resilience we have as a community and the new heights to which we can push ourselves, physically and otherwise, when we come together in a club environment. You can see this in the visual language we’re starting to use as well as with member programs and partnerships including Headspace and MODUS small group training program, among others.”

24 Hour Fitness has entered several partnerships to add programs and services that offer a new dimension to the in-club experience.

The new investment in mind and body wellness for 24 Hour Fitness includes offering members a complimentary three-month subscription to Headspace, a digital mental health platform. They also have access to MODUS mind/body small group training program as well as HIIT+mindfulness program P.A.S.E. Factor.

24 Hour also has industry partnerships with nutrition, supplement, and wellness provider Nutrishop and recovery program creator iCryo. In fact, the first iCryo facility just opened at an Aurora, Colorado, 24 Hour Fitness location

The Strength In 24 initiative was created by San Francisco Bay Area creative consultancy, InGoodTaste.

“It is our honor to work with 24 Hour Fitness as they explore the post-pandemic wellness needs of their members and decide to make a big investment in their community,” said Ryan Lindholhm, InGoodTaste’s co-founder and CEO. “To have a chance to help redefine this iconic fitness brand is the kind of project we dreamt about when we started InGoodTaste and I’m incredibly proud of the work that we’ve done in partnership with our friends at 24.”

24 Hour Fitness operates nearly 300 locations in 11 states.