GoodLife @ Home
GoodLife Fitness
Brand Awareness
GoodLife Fitness is Canada’s largest health company, operating 405 clubs that welcome 1.5 million members each year. But after 40 years of uninterrupted service, everything changed. On March 16, in response to COVID-19, GoodLife closed all of its clubs indefinitely, a few days before provincial governments across the country shut down all gyms. Given that physical locations are the lifeblood of fitness clubs, this news dealt a devastating blow to GoodLife’s operations and its members who rely on it.
As the reality of quarantine set in, it became clear that finding a “new normal” of health and fitness would become even more challenging as hours turned into days, and days turned into weeks. GoodLife could play a role in addressing that, but a quick and decisive pivot was required. We need to keep the brand top-of-mind through quarantine and limit the number of cancelled memberships once clubs began to re-open.
THE STRATEGY
Knowing that GoodLife’s doors would remain closed, probably for months, we needed to rethink GoodLife’s business model. So, we began with an analysis of GoodLife’s offerings – including fitness classes, free-weights sessions, cardio, yoga, stretching, and mediation – and reimagined how it could all live as a totally digital and social experience.
While the primary audience began with existing members, we wanted to go a step farther. Because the brand’s platform is “Canadian Strong,” our team felt a social responsibility to keep all Canadians active and healthy while they stay home for the greater good.
GoodLife @ Home was launched March 29 – a mere 13 days after the clubs were closed.
THE EXECUTION
Lack of structure and routine were the biggest pain points to address at the outset. So, we developed a weekly gym schedule, posted every Sunday through email and social and used it to anchor how we rolled out our evolving roster of fitness routines, tips and classes.
Given our speed to market, we started small and built from there. Relying almost entirely on Instagram, and our back catalogue of fitness videos, we assembled daily step-by-step workouts that integrated cardio, stretch and strength. Free weights programs were reimagined as infographics using household items in lieu of expensive equipment.
But as we built steam into the following week, we reintroduced another cornerstone offering, live classes. Top trainers were brought back from furlough to lead workout sessions on Instagram Live (a challenge in itself due to significant legal and regulatory complications) – with support and retraining on how to broadcast their classes. From cardio to HIIT to guided meditation, these classes allowed all Canadians to feel connected to their health-conscious community again.
From there we launched our PR plan. Pitching media outlets across Canada to introduce the new online offering and reinforce GoodLife’s national reach and accessibility.
THE OUTCOME
For a program conceived and launched in just 10 days, GoodLife @ Home was instrumental in limiting the number of cancelled memberships. 80% of members returned immediately once gyms re-opened.
GoodLife @ Home also kept the brand top-of-mind while gyms were closed. GoodLife’s Instagram following grew 219%, with virtual classes garnering significant earned media interest to the tune of + 12.5M impressions. Without any paid support 815,000 viewers tuned in to over 200 live classes. And those who tuned in raved about the experience.
Finally the program didn’t just help Canadians keep health and wellness in their routine. The brand’s pivot meant ten of its trainers could start working again, months before gyms re-opened.
219%
Instagram following growth
200
Live classes