Since 1992, Life Time Athletic has successfully branded itself as “The Healthy Way of Life Company” and is known within the industry for offering members unparalleled fitness and wellness experiences. The chain of fitness facilities has expanded to more than 135 locations nationwide and in Canada and offers a multitude of distinctive, branded programs and services.
In 2014, the Life Time brand was familiar and respected amongst gym-goers in numerous medium to large-sized metropolitan areas across the nation. However, Life Time Athletic was largely unknown in Iowa. Thus, as Life Time was building the first Iowa facility in the greater Des Moines area, LS2group was enlisted to assist for public relations outreach and strategic planning to create awareness of the brand and generate excitement related to the opportunities the facility would offer.
The primary goal of the campaign was to increase awareness of the Life Time Athletic brand and upcoming facility within the greater Des Moines community in order to drive up membership numbers in advance of the grand opening.
LS2group closely coordinated with Life Time Athletic to accomplish this goal by developing a comprehensive communications and events strategy and incorporating targeted outreach to key influencers and local media. LS2group successfully leveraged our wide range of relationships with key stakeholders in the business, fitness, and political communities to establish positive connections with Life Time officials and familiarize them with the unmatched Life Time brand. Consistent, proactive outreach to targeted local media produced several positive media placements around the new facility, including a morning show interview on Life Time’s Kids Academy and an interview with the general manager in the Des Moines Register.
Additionally, LS2group worked with Life Time to successfully plan and execute a day trip to a Life Time facility in Minnesota for several key members of the Des Moines community. This daylong immersion in the Life Time experience allowed for valuable face time with Life Time officials and a comprehensive understanding of what Life Time has to offer. This trip effectively created a group of Life Time brand ambassadors to spread positive messages in the Des Moines community prior to the grand opening.
In six months, Life Time Athletic – Des Moines broke records through virtually nonstop membership sales prior to the grand opening. Buzz around the community was consistent and positive, based in part from tours, meetings, and media placements secured by LS2group. Our team successfully secured five major media outlets to cover the grand opening in depth, including a multi-page spread with several color photos in the Des Moines Register, the most widely read publication in the state of Iowa.
Membership sales continue to climb, reviews remain positive, and Life Time is now viewed as the premier destination for health and wellness in the Des Moines community.