the challenge
Increased membership by clearly defining what The Alaska Club delivers that no other fitness alternative can: a place that meets more needs, more often, for more people.
- work
The Alaska Club
what we did
INVITED ALASKA INTO "THE CLUB" MINDSET:
MEET HERE, BELONG HERE, LIVE BETTER HERE
industry
health and fitness
collateral
video
digital
social
radio
modes activated
personal best
live well longer
belonging
family play
we were curious
With so much variety and value, The Alaska Club is more than a gym.
We noticed “the Club” was common vernacular: friends meet there for workouts, parents and kids for family fun, and acquaintances connect around shared routines. What if we made that everyday behavior the brand idea, turning “the club” into the place you naturally meet, move, and belong?
genuine human understanding
Health and fitness increasingly matter, but people want a welcoming place that fits real schedules and real bodies. Motivation changes, so variety matters. Budgets are real, so value matters. The routines that work are the ones they keep coming back to, often with friends and family.
the wild idea
“Meet Me At ‘The Club’” is not exclusive; it is a warm shorthand for a place that feels like my place.
It is where friends gather, families connect, and being active feels fun, not forced. With one membership, I can do strength training, take a class, reset in recovery amenities—or make it a family day at the water park or trampoline park. When I commit to an active life, The Club makes it easy to bring others along.
the result
Memberships are up, thanks to a clear message:
one membership, endless ways to live better, with variety, value, and belonging.