Refuel Your Fitness Challenge

The dip in club usage that began with the back-to-school period continued through the fall months, leading up to the holidays. I leveraged our relationship with EAS Sports Nutrition to create a 30-day challenge for our members that mirrored in spirit a challenge that EAS was doing for their hard-core adventure athlete audience. Every day, from October 1-October 30, we would post a new fitness challenge on social media. The challenges were designed to be done in the gym, but members could do them anywhere if need be. Members who registered for the challenge were eligible to win prizes for their participation. Members LOVED this program. It drove over 6,000 program registrations and over 14,000 new Facebook likes. More importantly, the program reversed the YOY negative member traffic trend October vs. September. In 2010, traffic decreased 4.8% in October vs. September. In 2011, when we did the Refuel Your Fitness Challenge, member traffic increased .5%.