Aiming to inspire individuals to exercise, no matter how busy life their gets, Anytime Fitness Asia has launched a new advertising campaign ‘Real Life Never Stops. Anytime Starts Now’.
The campaign video features individuals from different walks of life exercising in different contexts and for different goals.
These include youth, newlyweds and parents, with physical exercise seamlessly being integrating into their daily routines. It aims to underscore the critical importance of fitness in our everyday lives, advocating that health and wellness are essential needs, not mere wants.
Introducing the campaign, Anytime Fitness Asia Chief Operating Officer, Mark De Joya stated “together, our message is clear. This campaign highlights the crucial role regular exercise plays in enhancing our everyday lives because remember, life is better when you train for it and Anytime Fitness is here to support you on this journey.”
An social media post from the group furthered the brand message that exercise “isn’t just about exercise”, emphasising that fitness should be about everyday moments such as taking the stairs, carrying groceries or family play in order to show exercise as being more enjoyable.
To drive this campaign forward, Anytime Fitness is also introducing exclusive promotions, including reduced membership fees, waived joining fees, and referral incentives.
These offers are designed to encourage and support individuals in beginning their fitness journeys. Prospective members can sign up from 1st to 14th July for memberships starting at just SG$89 per month.
Other fitness brands have also looked to define health and fitness as an accessible goal rooted in everyday life.
AIA Group recently unveiled its new brand campaign platform ‘Rethink Healthy’, challenging stereotypes and narrow depictions of health in Asia and calling for new definitions of health that will encourage more people to live healthier.
Born in the English county of Dorset, Nigel Benton is the co-founder and Publisher of Australasian Leisure Management, Australia, New Zealand and the Asia-Pacific’s only magazine for professionals in all areas of the leisure industry and the www.ausleisure.com.au website - the go to news resource for industry leaders and professionals.
With a long-term commitment to communicating all that is best about the leisure industry (aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues) his career has been defined by an ability to develop and implement industry communications.
Starting his career working in heritage visitor attractions and then adventure travel in Africa and the Middle East, an interest in writing about his experiences led to his change of career into magazine journalism and publishing.
In addition to publishing, Nigel speaks on marketing communications at a range of industry events.
He was made a Life Member of the World Leisure and Recreation Association in 2006 and is a Fellow of the Royal Geographical Society (London).
As of October 2024, he was inducted into the Australian Fitness Awards Roll of Honour at the 2024 AUSactive National Awards.
Among a range of published works and features, his comments on a Blog (blogspot) from 2007 to 2011, when this website went live in its current form, may be interesting to reflect back on.
His philosophy on life is to be kind to all and to indulge those that you love.
His passions include family, Newcastle United and motorcycles (especially British ones) as well, until February 2025 when she left us, caring a little pug named Stella.
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