Retro Fitness relaunched its Get Real member engagement campaign on Jan. 1, the company announced.
The campaign originally launched in 2019 and has been updated in collaboration with social impact agency Plus305 with personalized messaging, lifestyle imagery and healthy lifestyle micro-activations to highlight the brand’s values of authenticity, sense of community, collaborative spirit, passion, integrity, and loyalty, according to the company.
“We continuously execute focus groups and rely on secondary research to keep our fingers on the pulse of consumers,” Retro Fitness CEO Andrew Alfano told Club Industry. “Coming out of the pandemic, people have re-prioritized their health, and we wanted to introduce ourselves to consumers who previously had not engaged in fitness.”
The campaign includes after-work breathing exercises with the Art of Living, and “captain’s table activations” and special events in community areas and the smoothie bar.
“The Get Real campaign highlights the authentic nature of Retro Fitness as a brand made up of genuine, real and honest people,” Retro Fitness Chief Marketing Officer Victor Bao said. “We showcase our members and team as the true voice of our brand. At the end of the day, what makes Retro Fitness different is that we truly care about our people.”
The company shows this through in-club amenities that include state-of-the-art equipment, thoughtfully crafted group classes, a recovery and relaxation area, a smoothie bar, and a great retail experience, he said.
“We also show that we care about members through partnerships with credible authors and experts where members can explore their physical and mental wellness,” Bao said. “This includes the Art of Living, healthy cooking shows with the Culinary Institute of America’s professional chef Elizabeth Makos, and food education with nutritionist Marcela Benson.”
The company also brings music to its members through The Beat @ Retro Fitness, a new initiative where underground labels and artists share new music with Retro Fitness members before it is released to the public.
“We believe these amenities and focus emphasizes to our members that we care and want to help people live their best lives,” Bao said.