Blink Fitness Launches New Marketing Campaign, "Every Body Happy"
Campaign challenges fitness norms by celebrating diverse body types
Feb 29, 2016, 10:30 ET
NEW YORK, Feb. 29, 2016 /PRNewswire/ -- Today Blink Fitness, the premium-quality, value-based gym unveils their new ad campaign, "Every Body Happy." The spirited campaign, which features a variety of confident and happy gym goers who come in all shapes and sizes, taps into a larger cultural shift currently happening—not only are different body types being acknowledged, but they're being celebrated as well.
Instead of blanketing the market with aspirational images of "perfect" bodies and touting lofty weight-loss goals, Blink has chosen to represent the real, diverse range of people who belong to their clubs and who derive joy and confidence through exercise. This is something no other fitness brand is doing. Blink Fitness has long been committed to changing the rhetoric around fitness. The brand's DNA is rooted in their philosophy, "Mood Above Muscle™," which places less focus on physical results and more on the mood-boosting potential that comes from being active.
A survey commissioned by Blink Fitness and conducted online by Harris Poll this month showed that 82% of Americans feel it is more important for them to feel good than to look good. Similarly, 90% of Americans who say they exercise, identified their top three benefits from working out as non-physical, stating it makes them healthier (49%), makes them feel good (35%), and it helps them deal with stress/anxiety (24%). These results ladder back to Blink's Feel Good Experience™, which comes to life in clubs through five pillars: friendly and respectful staff, clean facilities, open and bright design, motivating music, and affordable personal training—all to ensure members leave the gym feeling better than when they walked in.
"These survey results confirmed we were onto something," said Ellen Roggemann, VP of Marketing for Blink Fitness. "Blink stands for something different and offers a more universally relatable approach to fitness, which this campaign represents. 'Fit' looks different on everyone and we celebrate that."
Beyond the overarching platform for the "Every Body Happy" campaign, supporting language encourages confidence and deflates industry norms. Copy includes: Feeling good is the new looking good; Do it for the mood, not the mirror; and Forget before and after. Focus on here and now.
"Every Body Happy" images feature real people illustrated by artist Benjamin Wachenje, who has developed national campaigns for BBC, MTV, Levi's, and more. The campaign also features digital video content that celebrates the booties, arms and bellies of all body types.
Survey results also showed that 71% of Americans don't relate to fitness ads or magazine covers because the people in those images don't have their body type. "Today's consumers are smart," said Paul Parton, Founding Partner, The Brooklyn Brothers—the creative agency behind this campaign. "Marketing maneuvers with too-good-to-be-true solutions are not what people respond to anymore. Blink has always been vocal about their unique stance on exercise, and we wanted these ads to feature a range of body types, all inherently confident and owning their strength because fitness is for everybody."
The launch of the "Every Body Happy" campaign is happening at an exciting time for the company, which currently has more than 50 clubs open or in development throughout the Tri-State area, with goals of reaching 300 clubs by 2020 through their new franchising program that launched late last year. As of this January, Blink signed on their first two franchisees.
About Blink Fitness
Founded in 2011, Blink Fitness is a premium quality, value-based fitness brand with more than 50 locations open or in development throughout New York and New Jersey. Blink Fitness puts Mood Above Muscle™ by ensuring that each club employs the company's signature Feel Good Experience™ that highlights enthusiastic staff members, a clean environment, an open, spacious, and colorful design, energizing music and fitness training that is motivating and affordable.
For more information about Blink, visit blinkfitness.com. Franchising details are available on blinkfranchising.com.
This survey was conducted online within the United States by Harris Poll on behalf of Blink Fitness from February 18-22, 2016 among 2,115 adults ages 18 and older, among which 1,844 ever exercise. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact [email protected].
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Photo - http://photos.prnewswire.com/prnh/20160226/338111
SOURCE Blink Fitness
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