Fitness Connection Gyms
Turning “all-or-nothing” into “whatever works” for a regional gym chain
Role: Strategist
Challenge
Fitness Connection, a value-driven gym chain across Texas and the Southeast, wanted to grow beyond being seen as the “cheap gym.”
With more competitors crowding the post-COVID fitness market and consumers feeling burnt out from Peloton, boutique studios, and luxury gyms, the challenge was to make Fitness Connection feel like a smart, empowering, emotionally resonant choice, not just a budget-friendly one.
Problem
The industry pushes perfection—expensive memberships, trendy classes, performance pressure.
After trying it all, people feel burned out and intimidated.
Human
Insight
People don’t stop doing something hard thing because they’re lazy.
People stop doing a hard thing because they think if they can’t do it perfectly, it’s not worth doing at all.
People stop doing a hard thing because they think if they can’t do it perfectly, it’s not worth doing at all.
Strategy
The gym is just a part of your life, not your whole life.
There’s no wrong way to show up.
There’s no wrong way to show up.
Creative
