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Anytime Fitness Asia marketing campaign promotes exercise as a part of daily life

Anytime Fitness Asia marketing campaign promotes exercise as a part of daily life
July 8, 2024

Aiming to inspire individuals to exercise, no matter how busy life their gets, Anytime Fitness Asia has launched a new advertising campaign ‘Real Life Never Stops. Anytime Starts Now’.

The campaign video features individuals from different walks of life exercising in different contexts and for different goals.

These include youth, newlyweds and parents, with physical exercise seamlessly being integrating into their daily routines. It aims to underscore the critical importance of fitness in our everyday lives, advocating that health and wellness are essential needs, not mere wants.

Introducing the campaign, Anytime Fitness Asia Chief Operating Officer, Mark De Joya stated “together, our message is clear. This campaign highlights the crucial role regular exercise plays in enhancing our everyday lives because remember, life is better when you train for it and Anytime Fitness is here to support you on this journey.”

An social media post from the group furthered the brand message that exercise “isn’t just about exercise”, emphasising that fitness should be about everyday moments such as taking the stairs, carrying groceries or family play in order to show exercise as being more enjoyable.

To drive this campaign forward, Anytime Fitness is also introducing exclusive promotions, including reduced membership fees, waived joining fees, and referral incentives.

These offers are designed to encourage and support individuals in beginning their fitness journeys. Prospective members can sign up from 1st to 14th July for memberships starting at just SG$89 per month.

Other fitness brands have also looked to define health and fitness as an accessible goal rooted in everyday life.

AIA Group recently unveiled its new brand campaign platform ‘Rethink Healthy’, challenging stereotypes and narrow depictions of health in Asia and calling for new definitions of health that will encourage more people to live healthier. 

About the author

Nigel Benton

Co-founder/Publisher, Australasian Leisure Management

Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia and New Zealand’s only magazine for professionals in all areas of the leisure industry. Having established the magazine in 1997, shortly after his relocation to Australia, he has managed its readership rising to over 11,500 and its acceptance as the industry journal for professionals in aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues.

In 2020, he launched the new Asian Leisure Business website.

Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.

Click here to connect with him via LinkedIn.

Read more from this author

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