A Master Class in PR Partnerships at 24 Hour Fitness
California based chain, 24 Hour Fitness, has choosen celebrity endorsed centers as part of their Fitness Public Relations strategy to combat forecasted consumer frugality. Celebrity endorsements might not be a new form of PR, but the cross-promotional tactic has been enjoying frequent use across many industries recently. High-profile personalities have been linking themselves with clothing collections, perfumes, restaurants, television shows, record labels--it seems no single product/service/idea cannot avoid being branded with a well-known person including fitness centers.
Jeter24 is the latest of 24 Hour Fitness owned gyms to open that feature a superstar affiliation. Derek Jeter was chosen to not only be the ambassador of the New York City centers, but also to be closely involed with the design of the gym. Jeter joins the ranks of Andre Agassi, Lance Armstong, Jackie Chan, Earvin "Magic" Johnson, and Shaquille O' Neil as "24" owners. The chain chose these athletes in accordance with their shared attitude towards physical activity.
24 Hour Fitness has attributed much of their success to endorsement. Their first major one was with the United States Olympic team. The success of this conventional partnership was expected, but left 24 Hour Fitness wondering what other organizations and personalities they could link up with to further elevate their image.
They worked with NBC to launch the reality show, "The Biggest Loser." In exchange for designing the gym that would center the weight loss activities of contestants on the show, 24 Hour Fitness reaped the brand identity benefits of a partnership made in heaven. The fitness chain discovered an edge that would eventually propel them past their competitors (they are now the largest gym in the world in terms of membership).
Judging by 24 Hour Fitness' success, celebrity endorsement is a solid PR strategy. The first Jeter24 location in New York City had 700 members before it even opened it's doors. What is it about an athlete designing a center that makes it more superior than the plethora of choices a Manhattanite has on their side? Do we think we will achieve the determination of Armstrong or the physical perfection of Jeter by working out in their respective centers?
If we see that a luxury fitness center chain is responsible for designing a gym that television contestants use, do we feel we will share their results if we attend that same gym chain?
Whatever the attraction is, 24 Hour Fitness can be an example of successful PR partnerships.
