LA Fitness Influencer

When LA Fitness set ambitious growth goals, we focused on an often overlooked audience: busy moms. The multitasking, overbooked, self sacrificing kind who had lost track of what personal time even looked like. Rather than competing on price with discount gyms, we reframed LA Fitness as a health club designed to support her life. Babysitting, group classes, saunas, and a welcoming community shifted the conversation from guilt to permission. We brought the idea to life by letting real moms lead the message. Local influencers shared their personal stories, while a real member mom and daughter duo amplified the benefits across paid media. A live community event helped turn inspiration into action. The campaign delivered a surge of positive sentiment, 13.5 percent influencer engagement, and a 91 percent year over year increase in online memberships. Proof that when something needs to get done, asking a busy mom still works.