Life Time Presale Campaign
Founded in 1992, Life Time has established itself as a premier “healthy way of life” company, operating over 175 athletic country clubs across the United States and Canada. Beyond its expansive fitness centers averaging 100,000 square feet, Life Time offers a holistic approach to wellness, encompassing coworking spaces (Life Time Work) and luxury residences (Life Time Living). With a dedicated team of over 41,000 members, the company is committed to fostering comprehensive well-being through diverse programs, state-of-the-art facilities, and a community-centric ethos.
Project Scope
To drive awareness and membership acquisition for new Life Time club openings, we developed a comprehensive, templated 360° presale marketing campaign that seamlessly adapted to each new location. The campaign leveraged paid and organic social media, national video placements (Hulu, YouTube), print and digital marketing, and dedicated landing pages to generate excitement and drive conversions leading up to—and beyond—each club’s grand opening.
By creating a scalable, systematic campaign, we ensured each Life Time club launch was supported by a proven, high-impact marketing strategy while allowing for customization based on the unique offerings of each location.
Deliverables
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Brand Identity & Strategy – Logo design, color palette, typography, and messaging to establish a compelling, mission-driven presence.
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Website Design & Development – Custom UX/UI, mobile optimization, SEO, and structured content to showcase programs, research, and student opportunities.
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Marketing Collateral & Email Suite – Brochures, promotional materials, branded assets, and an email suite designed to engage students, educators, and researchers.
Tease (9+ Months Before Opening)
“Something big is coming.”
At this early stage, the goal was to spark curiosity and excitement by teasing the luxury, exclusivity, and innovation of the new Life Time club.
Creative Approach
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Micro-detail video content showcasing glimpses of Life Time’s high-end finishes, dynamic lighting, and sleek architectural designs.
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Minimal specific offerings, letting the visuals drive intrigue.
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Taglines such as “Something extraordinary is coming…” without revealing full details.
Channels & Execution:
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Short-form social media teasers.
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National video placements (YouTube bumper ads, Hulu ads).
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Local press and print placements introducing Life Time to the area.
Desire (5–9 Months Before Opening)
“Here’s your first look inside.”
The second phase transitioned from mystery to aspiration, showcasing early renderings and under-construction previews of the club’s luxury spaces.
Creative Approach
- Expansive visual storytelling showcasing pools, workout studios, spa areas, and lounge spaces.
- Cinematic first-look videos transitioning from construction footage to polished renderings.
- Aspirational messaging, emphasizing the premium lifestyle and community benefits of membership.
Channels & Execution:
- Paid social ads with lead generation forms.
- National video placements (YouTube bumper ads, Hulu ads).
- Exclusive email updates for those who signed up in the Tease phase.
- Outdoor advertising (billboards, transit ads) in high-traffic areas.
Discover (1–4 Months Before Opening)
“Discover everything your membership includes.”
With the club nearing completion, this phase focused on educating potential members about Life Time’s full suite of offerings and driving early membership sign-ups.
Creative Approach
- Full walk-through video experiences, showing club amenities, high-energy classes, and expert-led programs.
- Instructor spotlights, showcasing the elite fitness professionals leading classes.
- Membership perks highlighted in concise, benefit-driven messaging (“Your membership includes unlimited classes, luxury recovery spaces, and more.”).
Channels & Execution:
- Landing pages with early enrollment incentives.
- YouTube & Hulu placements with guided walk-throughs.
- High-frequency social media content (carousel ads, Instagram Reels, TikTok sneak peeks).
Experience (Opening – 3 Months After Launch)
“The doors are open—are you in?”
The final stage focused on creating urgency and social proof by showcasing real members enjoying the club. This phase leveraged FOMO (Fear of Missing Out) to drive last-minute memberships and long-term engagement.
Creative Approach
- Real members, real experiences – Dynamic content featuring early adopters enjoying the club’s amenities.
- Community-driven storytelling – Testimonials and live event coverage reinforcing the Life Time lifestyle.
- Time-sensitive messaging – “Founding membership spots are filling fast—don’t miss out!”
Channels & Execution:
- National video placements (YouTube bumper ads, Hulu ads).
- Social media event recaps and user-generated content.
- Influencer & local ambassador collaborations to amplify reach.
- Email re-engagement campaigns for leads who hadn’t yet signed up.
Results & Impact
Streamlined Club Openings
The presale marketing system created a repeatable, high-converting formula, eliminating the need to start from scratch for each launch.
Increased Membership Conversions
The phased approach built anticipation over time, ensuring strong membership numbers before doors even opened.
Enhanced Brand Perception
By maintaining a consistent, high-end brand presence across all channels, Life Time reinforced its position as a leader in luxury health and wellness.