THE PIVOT OF A LIFE TIME
With 150+ athletic clubs and a portfolio of brands that includes premium co-working spaces, luxury residences, a podcast, a magazine, cafés and more, Life Time is a true wellness pioneer, reshaping the way people move, work and live. In the spring of 2020, we proved that even in the worst of times, the company can reinvent its business model on a dime.
REMEMBER WHEN? LIFE BEFORE THE PANDEMIC.
For the launch of a new athletic club in New York we positioned Life Time as an urban oasis where residents can recharge when they need a reprieve from the pace of city life.
LIFE TIME DURING LOCKDOWN
State mandated gym closures turned Life Time into a content creation engine overnight as we created and promoted a brand new offering to serve our members: Classes on Demand.
STAYING SOCIALLY RELEVANT WHILE SOCIALLY DISTANT
Social media became essential during the pandemic for providing members with resources to support their health and content to lift their spirits.
Welcoming Back Our Members
When gyms were given the green light to reopen, striking the right balance between building trust and creating excitement became paramount to retaining existing members and acquiring new ones.
UNTIL THE NEXT LOCKDOWN
As restrictions lifted, Life Time members — like most people — were craving some kind of normalcy. With the Class Dash Challenge, we gave them extra motivation to get back into a fitness routine.
