Working closely with the Life Fitness team, we were tasked with coming up with creative concepts for a new area of the gym at Bannatyne Health Club & Spa Darlington.

With Life Fitness equipment new to the club, the brief was to create an area that stood out from the rest of the gym floor, maximising wall and floor space with impactful artwork and signage, to encourage members to ‘Experience the Life Fitness Difference’.

Following a site visit with the Life Fitness and Bannatyne teams, concepts and designs were presented, with final artwork files produced on a quick turnaround to meet print and installation deadlines.

Digital graphics were also created for TV screens around the club and cardio equipment consoles, as well as assets for e-mail and social to support the promotion of the new offering through Bannatyne’s channels.

Having first engaged with Life Fitness in 2016 following the acquisition of Cybex – a client since 2011 – 100AND10%’s remit extends across the organisation’s family of brands; Life Fitness, Hammer Strength and ICG, and across the brands’ global territories.

Support includes creative and design, strategic comms, digital including global social campaigns, and video.

As part of our work with Life Fitness and their on-going support of the Williams Racing Formula 1 team, we were tasked with creating an invitation with a premium feel to tour the Williams Racing Museum.

As part of its support to global fitness equipment supplier Life Fitness, 100AND10% worked with Life Fitness partner and Formula One team ROKiT Williams Racing to deliver a new creative corporate wellness initiative.

The #RunTheRaceTrack campaign was launched as part of the partnership activation and aimed to tap into ROKiT Williams Racing’s focus on fitness and wellbeing throughout the 2019 Formula One season. Staff from Williams were encouraged to run each race week and theme each run around the length of the race track for that week.

To support the campaign, 100AND10% also had the opportunity to join the ROKiT Williams Racing Formula 1 team at the British Grand Prix at Silverstone in July and run the 5.9km track alongside Life Fitness and Williams staff.

Life Fitness also implemented the campaign through their social channels which saw followers of Life Fitness and Williams able to take part by covering the distance of the race weekend either on a treadmill or around their local area. Prizes – including signed photos from drivers Robert Kubica and George Russell – were awarded to winners each week.

The initiative saw 223 entries and a total of 1,381km covered by Williams staff over the 21 circuits throughout the 2019 F1 season. The video produced from the Silverstone track run has reached over 10,000 views to date (Dec 2019).

As part of the ongoing relationship with leading fitness equipment supplier Life Fitness, 100AND10% provided design and copywriting support to activate Life Fitness’ sponsorship of the ukactive National Summit 2017.

The annual event, which took place on 1st November in Westminster, is the biggest gathering of physical activity stakeholders from across the UK and this year focused on the role of physical activity as a solution to the collective health and wellbeing of the nation.

For Life Fitness, the summit provided an opportunity to showcase its extensive experience in the active ageing sector and engage with more than 600 delegates who attended the leading policy event.

Central to the project was the ‘Moving More, Ageing Well’ report, delivered by ukactive in partnership with Life Fitness. 100AND10% led on the design of the 32-page document, incorporating elements from both brands to deliver the comprehensive report which was launched at the summit. Alongside this, 100AND10% also provided copywriting support as part of Life Fitness’ contribution to the report, plus print and digital marketing collateral and a video case study for Life Fitness’ digital channels.

100AND10% has worked with Life Fitness since January 2016, when the organisation acquired longstanding client Cybex. Since then, 100AND10% has continued to provide extensive marketing support to Cybex and work increasingly closely with Life Fitness across its wider brand portfolio. This also includes a separate retained agreement for design support across all Life Fitness brands.

Having also previously been commissioned to support ukactive on design work, 100AND10% were in prime position to deliver the project.

Click here to view the ‘Moving More, Active Ageing’ report.