Life Time champions a healthy and happy life for its members across 128 destinations in 36 major markets in the U.S. and Canada. As the nation’s only “Healthy Way of Life” brand, Life Time delivers an unmatched athletic resort experience and provides a comprehensive healthy living, healthy aging and healthy entertainment experience that goes well beyond fitness to encompasses the entire spectrum of daily life for individuals, couples and families of all ages.
Life Time destinations across the U.S. and Canada offer distinctive, branded programs and services including: personal and TEAM small group training, weight loss programming, Pilates, studio, cycle and yoga classes, tennis, racquetball and squash, swim programming and Ultimate Hoops basketball. Full-service LifeSpas, LifeCafe, LT Proactive Care Clinic and LifeClinic Chiropractic offices are also located within Life Time.
In order to achieve the aggressive growth goals in their Business Strategy, we were engaged by executive management to build a strong relationship with target members. We began with qualitative interviews with current members across the country to understand how they related to Life Time and competitor brands. Next, we fielded quantitative research with current members throughout the US. We then identified the future target member, based on insights into their underlying needs and motivations. Lastly, we determined how we wanted the Life Time brand to evolve in the future, and created an emotional Brand Promise that was compelling, believable and distinct, in order to drive growth consistent with their Business Strategy.
Lastly, we guided initial implementation of the Brand Strategy into the marketplace.
Next, Life Time engaged us to develop a Brand Strategy for their new business venture named, Life Time Work. The Business Strategy of Life Time Work was to become the leader in the new work revolution, by providing the world’s only comprehensive, fully integrated workspace and health club destinations. Critical to achieving this was ensuring the experience of members at Life Time Work was consistent with the member experience at Life Time health clubs.
We began by interviewing current Life Time members in order to understand their perceptions of this new “coworking” business concept, as it related to their current Life Time health club experience. Next, we discovered their underlying needs and motivations, and created the Life Time Work Brand Promise that was compelling, believable and distinct, yet still aligned with the overall Life Time Brand Promise.
Once again, we then guided initial implementation of the Life Time Work Brand Strategy into the marketplace.
Most recently, Life Time engaged us to develop a Brand Strategy for their Employment Brand. Their key objective was to recruit, support and retain Team Members (employees) at a sustainable level to meet the strong growth needs of Life Time. With Team Member Engagement being their key strategy to increased willingness to stay, higher discretionary effort and developing mutual trust.
We began with qualitative research with Team Members representing key employee groups in 4 markets across the US. Next, we fielded quantitative research with Team Members throughout the US.
We then identified the Target Team Member moving forward, and their underlying needs and motivations. And, in turn, created the Life Time Team Member Brand Promise that was compelling, believable and distinct. Critical to this effort was ensuring the Team Member Brand Promise was aligned to fulfill the Member Brand Promise.
Once again, we guided initial implementation of the Life Time Team Member Brand Strategy into the marketplace.
Life Time Engaged with:
- Bahram Akradi, Chairman, CEO & Founder
- Michael Burgess, President of Sales and Marketing, Chief Digital Officer
- Ryan Berk, Senior VP, Operations
- Steve Larson, Senior VP, Overall Club Management
- Renee Main, Vice President, Marketing (Member Acquisition and Retention)
- Marie Damato, VP, Marketing
- Keith Dieruf, VP, Digital Marketing
- Joe Gallagher, Senior Director, Web Sales
- Michael Gonsalves, Director, Experience Design & Innovation
- Michelle Peterson, VP, Revenue Management & Strategy LifeSpa
- James Pittman, Senior Director, Member Experience
- Chris Probst, VP, Creative Services
- John Reilly, President Fitness & Nutrition
- Jason Thunstrom, Vice President, Corporate Communications
Life Time Work Engaged with:
- James O’Reilly, President, Life Time Work
- Michael Burgess, President of Sales and Marketing, Chief Digital Officer
- Michael Gonsalves, Director, Experience Design & Innovation
- Renee Main, Vice President, Marketing (Member Acquisition and Retention)
- Jamie Martin, Senior Director, Editor in Chief – Experience Life Magazine
- Jill Palmquist, Creative Director
- Kelsey Andahazy, Senior Experience Designer
Life Time Team Member Engaged with:
- Ryan Berk, Senior VP, Club Operations
- John Brennan, Vice President, Human Capital
- Michael Burgess, President of Sales and Marketing, Chief Digital Officer
- Jess Elmquist, Chief Learning Officer, EVP Human Resources
- Michael Gonsalves, Director, Experience Design & Innovation
- Steve Larson, Senior VP, Overall Club Management
- Jessica Longtine, Vice President – LT Kids
- Renee Main, Vice President, Marketing (Team Member Acquisition and Retention)
- David Pettrone-Swalve, Vice President, Life Time Education
- Jason Thunstrom, Vice President, Corporate Communications
- Jeff Zwiefel, Chief Operating Officer
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