The nationwide “How to...” campaign, in which fitness club networks break barriers related to training, has been launched
This autumn, Benefit Systems Fitness Branch, the operator of Zdrofit, Fabryka Formy, Akademia Fitness, S4, Fit Fabric, My Fitness Place and Step One fitness club networks, fights the myth that fitness clubs are only for athletic, self-confident people with sculpted bodies. The campaign is to help break these barriers and show that the clubs are a good place to improve fitness and wellbeing and that they also provide trainer’s professional help from the first visit.
The decision to go to a fitness club is often associated with many doubts. New club members lack the knowledge and therefore the courage to start their adventure with training. They would like to do it, but they are afraid at the same time. Do I know how to exercise? Am I fit for this? Does it make any sense? These concerns are also confirmed by a marketing survey commissioned by Benefit Systems Fitness Branch among potential customers who have never been to a fitness club before. According to the survey, as many as 35% of the respondents believe that “there are so many different equipment for exercise in fitness clubs that they would not know where to start and how to use it”.
– The growing need to care for one’s health, build resilience consciously or cope with stress often lose to emotional barriers. Their source is mainly fear of the new and unknown as well as a false image of fitness clubs dedicated only to professionals. Changing this image requires constant, positive communication showing the reality as it is, without exorbitant goals and perfectly styled athletes. We want to encourage, support and cheer all those who start training and those who are just planning to do so. We want to talk about the benefits that each type of activity brings, about the freedom of choice, which is guaranteed by a wide range of activities, and the subscription offer. Finally, we want to talk about a place where everyone can feel confident thanks to the trainer’s support, training instructions and the kindness of those exercising – says Daniel Biegaj, Marketing and E-Commerce Director at Benefit Systems Fitness Branch.
How to… overcome barriers and have support
The nationwide “How to...” campaign conducted by Benefit Systems Fitness Branch, the operator of such fitness club networks as Zdrofit and Fabryka Formy, is aimed at both regular visitors to fitness clubs and future customers. It is an answer to the questions and doubts regarding exercise in fitness clubs that haunt many Poles: how to get moving, how to start in a fitness club, how to exercise at one’s own pace and how to get the support of a trainer, etc.
– One of the elements of support for new people who want to exercise in fitness clubs as part of the autumn campaign is an introductory meeting with a trainer who will show the equipment, explain its operation, help to make individual training goals more realistic (based on the analysis of body components and specialised fit tests) as well as present a schedule of classes and answer any questions. Such a meeting familiarises us with the space, allows us to gain knowledge and a safer start with training – adds Daniel Biegaj.
“How to...” campaign activities
The “How to...” campaign will be carried out outdoors (using both traditional and digital out-of-home adverts) throughout Poland, as part of online SEM and display campaigns as well as in the form of numerous activities engaging the audience in social media (Twitter, Instagram, Facebook, Tik Tok, YouTube). The slogans are kept in the FAQ convention, supported by realistic photos of people exercising, who talk about pleasure as well as improving health and full support, meaning all the benefits of training in a fitness club in a simple way.
The “How to...” campaign will last until the end of October 2022. The creative concept of the campaign was prepared by the Keino agency. Media People and Value Media are responsible for the purchase of media.
