Healthhaus: The brand journey
We’ve been working with health club and gym Healthhaus since 2014, developing their brand and delivering a sell-out launch that exceeded all expectations. But as time went on, the needs of both the club and it’s members developed.
In this case study, we’re taking you on the club’s journey over 6 years – culminating in Paul, above, sharing his glorious workout face – and moustache – with the world. But first, we need to go back before we can go forward...
Campaigns - digital, print, OOH, social and web.
The successful launch campaign in 2014 was centred around the concept of a luxury health club that was about wellness and health, as well as exercise and fitness. But it was also about inclusivity, a home from home for people who’d never used a gym before.
During in-depth discussions and research, we realised that the luxurious element we had originally focused on, was itself a little intimidating and off-putting. Not only that, but Healthhaus’s audience was developing. It was attracting an older demographic, and fitness was becoming more of a priority – something we’d shied away from up until then.
The key to moving the brand forward was to soften its image while still maintaining an element of luxury. So we focused on the close-knit team at the heart of the club, and the positive stories from members who treat it as a home away from home.
The positive new campaign rolled out across print, social, web and OOH, focused on community and inclusivity. And we took that further still in 2019, launching a body positive campaign featuring real club members.
By putting real people at the heart of the brand story, we’ve been able to combine a bigger focus on fitness with a body-positive, inclusive ethos. Which is what the Healthhaus brand is all about.
As the Healthhaus brand has grown and developed, their business went from strength to strength. Following on from the success of the first club, we helped them launch a smaller ‘Express’ club and an online product Healthhaus at Home.
Our 2020 campaign, however, rang spookily true.
We were asked to focus on their ultra efficient exercise circuit, Milon, which manages a full body workout in 17.5 minutes. Using the same models, without the spandex, we imagined what they would do if they suddenly had more free time. Like Aladdin rubbing a magic lamp, the pandemic genie popped out and granted our wish... giving most of us more 'me' time than we actually wanted.
Healthhaus survived the forced pandemic closures of 2020 and 2021, and is looking to the future. As an independent brand with no hedge fund or board of investors, their survival is a testament to their amazing team and the club.
Their new campaign is due to launch Summer 2023, and we’re proud to still be their creative partner and ally.
NATHALIE LE MOTTEE
Managing Director & Founder