Audience Growth Strategy

To many mothers, prioritizing a daily workout routine can feel selfish. But when you're doing it to be a healthier and happier parent, it’s a direct investment in your family. LA Fitness’s What’s Your Why campaign focused on an unlikely target – not frugal gym rats, but busy local moms. Highlighting LA Fitness’s babysitting services, personal training programs, and classes ideal for working parents, we utilized local mom influencers and a live community activation to help everyone name – and fulfill – their personal "Why." The result? A 13.5% lift in social engagement and a 91% jump in online memberships, year over year.