The Project

‍City Fitness, Philadelphia-based Fitness club originally opened its doors in 2007 and had grown it’s membership by the thousands its first five years in business. In 2016, our challenge was to reset the brand’s relationship with Philadelphia, it  membership and the various fitness communities in the sixth largest city in the Nation.

At the core of our strategies and tactics is always community, “How might we engage Philadelphia community with imagination and empathy?” We partnered with brand-aligned local fitness enthusiasts for our first campaign, leveraged those relationships and minds to create marketing impact and gather insights from the digital influencer communities. Leading with this fundamental in our process we activated over a dozen campaigns for the various communities patronizing the clubs and the city of Philadelphia at large.

City Fitness Vintage Summer