YEAR
| 2026
| MIAMI AD SCHOOL Team
| kreis roemont
| keira jenkinsROLE
| Creative Strategist
| Creative Directionthe companyFitness connection is an established leader in the HVLP fitness segment. Established in the industry for 25+ years they have more than 500,000+ members across Texas, North Carolina and Nevada. They hold broad appeal to consumers looking for a gym with a full range of amenities at an affordable price. They have large-scale club amenities of 50,000+ sq. They have a low-cost monthly fee, women's only areas, kids clubs, boutique-style classes, advanced recovery lounges ( that include but are not limited to cold plunge, red light therapy), a posing room, large-scale cardio/strength equipment, and group classes.
The challengeFitness Connection needs to build up perception and cultural relevance so that people choose their gyms memberships for their 2027 New Years resolution and lifestyle.
The askDevelop a 2027 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 and builds stronger mental availability and distinctiveness in regional and national markets.
target audience
| The Beginner BreakthroughAbby Bolin – a 27-year-old front desk worker from Dallas, TX who devours fitness content on TikTok and Instagram but freezes the moment she walks through a gym door. She earns between $36,000–$43,000, starts every January strong, and quietly quits by February, not from lack of motivation, but from lack of a clear first step. She wants to lose 15–20 pounds and feel like herself again, but what she needs more than a workout plan is a gym that feels like it was built for her, not one that makes her feel like she's auditioning for a role she didn't prepare for. She needs go be met where she is, without judgement.
key findings + observations
insightPeople don’t avoid the gym because they’re lazy, They avoid it because they don’t want to look lost.
StrategyGoat mode – Your Way.
Inspired by 2027 being the year of the goat in the Chinese zodiac – and also correlating back to the acronym G.O.A.T – "Greatest of All Time," used as a high compliment for someone deemed the absolute best in their field. This strategy will make it about the greatness of showing up – confidently and in your own way. Confidence isn’t a personality trait, it’s a result. Our goal is to remove the barriers that stand between Abby and G.O.A.T Mode status.
visualS DIRECTION + creativeTargeting consumers like Abby, through platforms they are already familiar with. Social placements and marketing, a revamped high-end app experience that would offer a Mobile-First Progress Coaching – included in the $10 and would incorporate AI to track progress on specific machines in local Fitness Connection gyms, making a big gym feel like your own personal studio and space, marketing efforts and in house digital visuals that live on gym display, for Abby who still feels self conscious of having their phone out - seeming like she doesn’t know what she is doing.
| Social driven
| APP REVAMP – OFFER GOAT MODE FEATURES
| MARKETING
| IN GYM VISUALS