25th Jan 2010

Spirit Health Clubs pay back members

Spirit Health Clubs has launched its latest national integrated marketing campaign to reward new members, drive sign-ups and increase awareness in local areas.

Targeting new members, the campaign created by WAA reinforces the brand essence of Spirit Health Clubs - local clubs with a personal approach, whilst highlighting the incentives offer. Media includes outdoor, press, direct mail, email and a dedicated campaign landing webpage.

Focusing on reward, the creative executions concentrate on the benefits that members can reap through Spirit’s new ‘pays you back’ scheme. Appealing to the slightly older market who may need that added incentive to hit the gym, Spirit is offering a range of rewards for new members who reach their simple fitness goals, including free spa treatments, hotel and restaurant vouchers.

Justin Andrews, operations support manager, Spirit Health Clubs comments: “At our small and friendly clubs care is taken to help members identify their individual, reachable goals in an environment where they can be themselves. We ensure that support is offered to all members to help them achieve these lifestyle goals realistically.

“Our gyms are different in that our members are less concerned about muscle building and weight loss and instead stimulated by health and well-being. Like most of us, they respond well to motivation but boot camp, assertive trainers are a turn off. Instead we offer a set of free fitting incentives to motivate and support members in accomplishing their long-term behavioural goals.”

Jacqui Lennon, WAA managing director comments: “This campaign stands out through its light hearted play on the traditional warm-up stretches to highlight the benefits available to new members. Rather than opting for images of muscle gods and gym bunnies, WAA’s approach is the appropriate route to communicate with the target audience.”

There are 39 Spirit Health Clubs across the UK and Ireland, located at Holiday Inn and Crown Plaza Hotels.