F45 Releases New Brand Campaign to Invite Potential New Community Members
With some financial lows and significant executive changes in 2022, F45 is starting 2023 with a fresh, year-long brand campaign called “No One Trains Alone.”
Following a rocky third quarter in 2022, F45 Training is ringing in the start of 2023 with an optimistic viewpoint, starting with the fitness training company’s first-ever brand campaign.
The year-long campaign titled “No One Trains Alone” is a part of F45’s plan to encourage anyone interested in becoming a part of the brand’s training community. A video for the campaign to go with its motto shows a group of different F45 members gearing up for and taking F45 classes. At the end of their exercise sessions, each person appears sweaty and satisfied while giving their opinions on how they feel post-workout. “What a workout;” “Extremely difficult;” “Sweaty, but fun;” and “That was intense” were all sentiments expressed by the end of the video campaign clip.
In a press statement, F45’s Chief Marketing Officer, Brian Killingsworth, gave a clear reason as to why the new campaign motto and initiative was formed. “We came up with ‘No One Trains Alone’ with the belief that when we train together, we motivate and hold each other accountable, and while your fitness journey is personal, we need one another to succeed. We wanted to kick off our campaign with a spot featuring our members because no one tells our story better than our members,” Killingsworth explains.
He adds, “F45 Training is experienced, positive, and approachable with an evolving approach to fitness, and this campaign shows how our studios can help meet the everyday athlete wherever they are in their fitness journey.”
F45 Training has targeted social media and other popular online platforms including Facebook, YouTube, Spotify, and Google to generate interest among fitness and health devotees. There is also an aim to involve F45 investor, ambassador, and Hollywood actor Mark Wahlberg in another advertorial video in the future.
45-minute workouts are at the core of F45 Training’s HIIT, circuit-based exercises. Since its launch in 2011, the Australian global fitness franchise attracted scores of fitness enthusiasts, including celebrities such as David Beckham. However, after a rapid rise to success, F45 experienced a distressing fall encompassing a $20 million lawsuit from Beckham and pro golfer Greg Norman, drastic cost-cutting efforts, the loss of a four-year legal battle against Body Fit Training, and the departure of former CEO and co-founder Adam Gilchrist.
