Everyone essential

We spoke to around thirty members of Salus gym to understand why they were building muscle. Answers ranged from improving how they look to overcoming chronic injuries, fighting depression and pushing back against the ageing process. We found out that building muscles is a mechanical, physical and emotional process and it’s different for everyone.

Beyond business

If you train hard, eat well and rest properly you will build muscle. But to get exceptional results you need to be pushed. Personal trainers do that and so do your peers. Salus is a gym but it succeeds because it is a community that supports and pushes its members.

Execution is strategy

Building a brand is like building muscles - start carefully, master your technique and then push yourself. Salus’ strategy is hyper local first - attracting members from within a 30 minute radius of the gym with a blend of doordrops, targeted social campaigns and events. From these campaigns we will draw a picture of what emotional and rational levers to focus on for phase two - more gyms.

Deliverables

Brand strategy and proposition
Brand design
Website art direction
Social media campaign
Event planning
Direct mail campaign

Impact

A gym full of people - all ages, shapes, sizes and abilities - working together to get strong. A far more effective lead generation campaign generating interest and awareness. Step one complete.