The Challenge
The “Your Move” campaign for Mytime Active was designed as a New Year initiative, aimed at driving fitness membership sales across two key regions: Bromley and the Midlands.
The campaign focused on promoting memberships across six primary sites. In the Midlands, this included Hatchford Brook Golf Centre & Gym and Pype Hayes Golf Course & Gym. In Bromley, the featured sites were Biggin Hill Pool, Darrick Wood Swimming Pool, The Pavilion, and The Spa at Beckenham.
Our Approach
The creative approach emphasised inclusivity and relatability, showcasing real people with normal body types rather than aspirational, hyper‑fit imagery. Alongside this, we employed a strong, punchy activation message designed to tap directly into New Year’s resolution momentum, helping the campaign cut through at a time when audience motivation is at its peak.
To further differentiate Mytime Active from commercial gyms, we also incorporated hyperlocal geographical references throughout the creative. By using specific local town and area names across both regions, the campaign delivered a sense of familiarity and community connection at a scale that typical national operators rarely attempt.
The campaign offered two compelling value propositions:
Bromley Sites – 50% off your first month + no joining fee
Midlands Sites – 30% off your first 3 months + no joining fee
A key differentiator for Mytime Active was its charitable status, which allowed reinvestment into facilities and services, setting it apart from profit-driven competitors and local operators that offered only partial packages.
Execution spanned multiple channels, including bus back advertising, out-of-home placements, bollard covers, flyers, posters, email campaigns, and both paid and organic social media. The overarching message positioned Mytime Active as a supportive, comprehensive fitness solution that makes it easy for anyone to start their health journey in the New Year.
