Life Time Kids Academy did a major push with their new brand both internally in our Life Time Fitness clubs and externally through direct mail marketing campaign.
In club, we created banners, flyers, in-club TV spots, t-shirts and interior design graphics to push our marketing to members.
Externally, we targeted our direct mail marketing toward non-member families and members with kids who don’t have a family membership yet.
For years, Life Time Fitness offered parents two hours of access to our Child Center — which basically allowed their kids to play while they worked out.
To broaden our business and increase the convenience factor for parents, we built the Life Time Kids Academy. The Life Time Kids Academy gave kids access to 11 engaging and enriching programs — like dance, karate, pre-gymnastics, music, Spanish, arts and crafts, yoga, Zumba and more.
To highlight and get kids excited about our new Life Time Kids Academy brand, we developed a series of characters that would represent our 11 individual programs. These characters breathed new life into our Life Time Kids business, and helped quickly showcase that something different and exciting was happening.
These characters have proven to be a success. Team members are excited to talk about the brand, and families are even more excited to become members of our Life Time Kids Academy.
In fact, since the characters are so exciting to members, we have continued to increase our marketing spend for them to make a bigger impact throughout more clubs.
