NEW YORK, Sept. 13, 2016 /PRNewswire/ -- Blink Fitness, the premium quality, value-based gym launches a brand-wide casting call today through October 7, the goal of which is to feature actual gym members in the company's 2017 ad campaign. At a time when body positivity has garnered worldwide attention, Blink Fitness has been tackling this issue head on for the past year by challenging industry norms and celebrating how exercise makes you feel, not just how it makes you look.
All of Blink's nearly 300,000 members are invited to "audition" for the casting call by submitting a photo or video on Instagram that flaunts their confidence and tells Blink why they should be chosen while tagging #BlinkCastingCall and @Blink_Fitness. This is the first time a gym has cast for an ad campaign through social media.
In late October following the open submission phase, finalists will be called back to a Blink Fitness location in Manhattan where they will share why feeling good is the new looking good before a panel of influential "casting agents," who will select the cast for Blink's 2017 campaign. Among these casting agents is actress Dascha Polanco, best known for playing Dayanara Diaz on Orange is the New Black and NFL punter Steve Weatherford—both of whom are not only Blink members, but have also been advocates for body positivity and the emotional benefits of exercise.
"The world is not made up of one type of person, so why are ads, magazines and films made up primarily of one body size?" said Dascha Polanco. "As a member of Blink Fitness, I know firsthand the type of positive experience and encouragement Blink strives to create for their members. I'm so excited to be a part of this campaign because of the real people and bodies that will be represented in it."
Blink's 2017 campaign is an evolution of its "Every Body Happy" platform, which launched earlier this year. The spirited initiative captured a variety of confident and happy gym-goers in all shapes and sizes. A survey commissioned by Blink Fitness and conducted online by Harris Poll earlier this year 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.
Since the launch of "Every Body Happy," Blink has been challenging members to think about body acceptance and approaching fitness differently. For instance, Blink's "Monday Without Mirrors" program involved literally covering up gym mirrors one day a week for the month of June and encouraged members to Do it for the mood, not just the mirror.
"The fitness industry is blanketed by aspirational images of so-called 'perfect' bodies, and that's not what Blink aims to promote," said Ellen Roggemann, VP of Marketing for Blink Fitness. "Who better to represent Blink than our actual members? These people are confident, committed, and truly reflect how great exercise makes you feel."
The company's overarching commitment to making sure members leave the gym feeling better than when they walked in is referred to as its Feel Good Experience™. Currently, there are 60 Blink Fitness locations open or in development throughout New York and New Jersey, with the goal of reaching 300 clubs by 2020 through corporate growth and its new franchising program that launched late last year.
About Blink Fitness
Founded in 2011, Blink Fitness is a premium quality, value-based fitness brand with more than 60 locations open or in development throughout New York and New Jersey. Blink Fitness puts Mood Above Muscle™ which celebrates the positive feeling you get from exercise, not just the physical benefits. 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.
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@example.com.
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SOURCE Blink Fitness