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BGN has created Total Fitness’ crucial post-festive campaign


BGN has created and launched a new campaign for Total Fitness that is aiming to drive membership across the health club chain’s network following the Christmas holidays.

The Manchester-based, brand-led design and digital agency landed the campaign after winning a three-way pitch in late 2022, and the project includes a coordinated campaign that spans Facebook and Instagram as well as YouTube, pre-roll and display advertising. It will run until 31st January.

Total Fitness is one of the leading health club brands in the North. Headquartered in Wilmslow, it currently operates 15 health clubs including sites in Greater Manchester, Merseyside, Cheshire, Lancashire, North Wales, Lincolnshire and Teesside.

The core emphasis of the campaign is focused on communicating that Total Fitness provides a positive space where anyone can train, no matter their age or ability. It also pushes the community feel that is central to every club which allows members to celebrate their own achievements and successes, whatever they might be.

The notion of community is a central pillar of the creative executions which feature slow motion cheering as people swim that extra lap, join for the first time or level up on the treadmill. They are all about promoting personal fulfilment, personal success and the happiness that exercise brings.

Another layer of messaging is around value for money and the variety of benefits that Total Fitness members receive – including the ‘three pool offering’ which is available at every club.

Paul Bailey, client services director and founder of BGN, said: “Total Fitness is a much-loved Northern brand, so we are delighted to be working with them. The New Year is obviously a key time for the health and fitness sector, so we have focused on why people should choose Total Fitness to get active, get in shape and tackle 2023 with the best mindset possible.”

Owen McArthur, marketing manager at Total Fitness, added: “Each member of the Total Fitness community is on a different journey with their own unique set of goals, and we believe every step should be celebrated, no matter how big or small. BGN’s campaign has really captured the essence of that in a fun, light-hearted and witty way.”

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