Fitness Connection is a fitness chain that operates gyms across the United States. It offers a spacious fitness center with high-end equipment and a variety of amenities, including boutique-style fitness studios, kids' clubs, and wellness programs.
Fitness Connection
Develop a 2026 campaign that:
- Positions Fitness Connection as a smart, empowering choice for everyday fitness seekers
- Encourages first-time visits and sign-ups among a broader, more emotionally driven audience
- Builds stronger mental availability and distinctiveness in regional and national markets
The Ask:
Campaign Idea:
Human Tension: Being seen as a beginner at the gym is the biggest barrier and a sign of weakness for beginners at the gym.
The Insight: The physical signs of anxiety are very similar to the physical signs of a good workout. If that’s the case, showing up scared is already proof of courage.
Fear is Fuel:
Fear as Fuel is a campaign for Fitness Connection that tackles the universal tension of gym-timidation: when beginners mistake their beginner-hood for weakness. The insight driving the work is that the body’s physical reactions to fear—sweating, racing heartbeat, feeling out of breath—are the exact same signals experienced during a great workout. By reframing anxiety as proof of effort, the campaign empowers newcomers to see themselves not as outsiders, but as already part of the fitness community.
Through executions with bold headlines like “Nervous? Or Nailing It” and “Panic Mode or Beast Mode”, the campaign flips self-doubt into strength. Fear as Fuel celebrates the bravery it takes just to show up, proving that if you can walk into the gym, you already belong there.
Role: Strategist, Creative Director & Designer
