{"id":5188,"date":"2020-01-15T00:00:43","date_gmt":"2020-01-15T05:00:43","guid":{"rendered":"http:\/\/www.clubinsideronline.com\/news\/?p=5188"},"modified":"2020-01-21T14:30:05","modified_gmt":"2020-01-21T19:30:05","slug":"goodlife-fitness-roars-into-the-20s-with-new-brand-campaign","status":"publish","type":"post","link":"http:\/\/www.clubinsideronline.com\/news\/chains\/goodlife-fitness-roars-into-the-20s-with-new-brand-campaign\/","title":{"rendered":"GoodLife Fitness Roars into the ’20s with New Brand Campaign"},"content":{"rendered":"

\"GoodLifeGoodLife Fitness<\/p>\n

LONDON, ONTARIO<\/strong> – GoodLife Fitness is standing behind its country\u2019s values of diversity and inclusion and pushing aside perfection-obsessed imagery with a bold new brand campaign: Canadian Strong<\/em>.<\/p>\n

Developed alongside Toronto-based agency FCB, Canadian Strong breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place. The spot champions different races and genders, ranges of body types as well as often concealed intimate body image moments and proves that we can all become stronger, regardless of our differences.<\/p>\n

\u201cNo other fitness club has used this type of imagery in their advertising,\u201d says Jeff Hilts, Chief Creative Officer at FCB Toronto. \u201cIt is risky, bold and provocative. It showcases the great Canadian fabric of our country.\u201d<\/p>\n

As Canada\u2019s largest fitness chain\u2014with 228 Clubs from coast-to-coast, over 12,000 highly-trained and motivated employees, and numerous amenities available\u2014GoodLife is uniquely positioned to be able to help anyone reach their fitness goals and achieve optimal health.<\/p>\n

\u201cThe message behind this campaign is that GoodLife is well-equipped and highly-motivated to look after you as an individual,\u201d said CEO and Founder David Patchell-Evans. \u201cCanadian Strong is real, authentic and a true representation of what we see in our clubs every day, and in our country. While fitness may look and feel different for every person, everyone can be a champion of their own health and fitness.\u201d<\/p>\n

\u2018Champion\u2019, the musical soundtrack for the new campaign, was written and recorded by Canadian hip hop artist Haviah Mighty. The lyrics and attitude of the song speak to the champion mindset embodied by GoodLife\u2019s member base. The highly-acclaimed Toronto rapper made history in 2019, becoming the first black artist, and first hip hop artist, to win the esteemed Polaris Prize, for her album 13th Floor.<\/p>\n

\u201cWhen I wrote \u2018Champion\u2019, I was in search of my inner strength, and trying to channel that energy through composition,\u201d said Mighty. \u201cBefore I go to the gym, I need my mental state to support what my body is about to go through, and this song gets me right in the zone.\u201d<\/p>\n

Canadian Strong is the first campaign overseen by GoodLife\u2019s Chief Marketing and Technology Officer, Sander van den Born, who worked closely with David Patchell-Evans and FCB Toronto on the vision and execution of the project. Bringing a wealth of experience in digital innovation and leadership to this new role, van den Born leads the strategic direction for GoodLife\u2019s Marketing, Digital and Information Technology areas as the company works to deliver the best combined live and digital experience to its members.<\/p>\n

\u2018Canadian Strong\u2019 launched nationally on December 30. This integrated, multi-media campaign includes 30-second television spots, digital videos, long-format online videos, social and radio. Throughout the duration of the campaign, GoodLife will share \u2018Champion\u2019 stories from Members and Associates who have overcome unique obstacles through fitness.<\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON, ONTARIO<\/strong> – GoodLife Fitness is standing behind its country\u2019s values of diversity and inclusion and pushing aside perfection-obsessed imagery with a bold new brand campaign: Canadian Strong<\/em>. Developed alongside Toronto-based agency FCB, Canadian Strong breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place. The spot champions different races and genders, ranges of body types as well as often concealed intimate body image moments and proves that we can all become stronger, regardless of our differences.<\/p>\n","protected":false},"author":1,"featured_media":977,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[153],"_links":{"self":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/5188"}],"collection":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/comments?post=5188"}],"version-history":[{"count":1,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/5188\/revisions"}],"predecessor-version":[{"id":5189,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/posts\/5188\/revisions\/5189"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/media\/977"}],"wp:attachment":[{"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/media?parent=5188"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/categories?post=5188"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.clubinsideronline.com\/news\/wp-json\/wp\/v2\/tags?post=5188"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}