F45 Toronto / Branding, Digital, Campaigns, Video Content and Motion
At the root of F45 Training project, there was the idea to always be creating new actual content, to constantly connect the communication with their basis of been always working to build a better product for both their franchisees and members.
The same way F45 programs constantly refine their workouts and overall their approaching to training, I would constantly refine their message. Incorporating different formats and making sure that the members receive a daily dose of motivation, in order to build the results they seek and to love every second they spend in the studio.
F45 Training workouts, are more than exercises, the music in the studio or the equipment that defines the experience and keeps members coming back for more. It’s a true sense of inclusion and community - which all of the above feed into - that ultimately creates something that lasts longer than the 45 minutes spent in the studio. F45 members get the feeling that they’re part of something bigger and that they belong.
For members, this sense of community makes them feel connected and accountable to one another when it comes to consistently putting the work in. It also means that members are able to feed off a collective energy and sense of supportive, friendly competition, which fuels motivation - making sure they get the most out of every session.
When it comes down to it, studio members are one of the most powerful marketing tools. These members are given the opportunity to connect with the brand and the team on a personal level to get the attention they need to feel comfortable while training and see the results they desire.
As with any franchise business, consistency is key. Brand objetives, staff training, internal communication tools, and studio atmosphere, help create the F45 Training brand DNA and a personality that is instantly recognizable to members, franchisees and staff alike. While initiatives like the F45 Challenge, networking events and targeted social media challenges add further depth and value to the community, a key point to remember is that any community should ultimately become self-sustaining. This allows members to guide and contribute to the conversation, which is vital.
F45 operates in an industry that keeps people healthy and happy, while largely, as a brand represents the goals of people who seek the chance to escape from daily stress. These people are longing for a community to join that promotes healthy habits and gives them a place to go unwind for 45 minutes a day, and F45 Training gives them that solace.