FIT36

THE NEW SCIENCE OF STRONG

There’s a gym on every corner. Yoga, boxing, rowing–name an exercise, there’s a class for it. All these options make it a tough market for fitness brands. Add in that the key audience for class-based fitness is millennial women (a demo heavily targeted by all gyms, and also adjacent industries like beauty and athleisure), and it’s damn near impossible to break through the noise and motivate trial.

Enter FIT36, a concept that utilizes HIIT science to produce results–faster. The classes are NOT for everyone–they’re 36 minutes of hard-sweating effort that turn the pretty-fit–into the crazy-fit. That insight inspired us to carve out an elite target segment–those who want to be fitness badasses. And it motivated us to talk to that target in an intense/unapologetic tone they can relate to, so that those up for the challenge know, FIT36 will deliver.

• RESEARCH
• STRATEGY
• PLANNING
• VIDEO
• PRINT
• PHOTOGRAPHY
• WEBSITE
• DIGITAL