GoodLife Fitness is for everyone -- and this new campaign proves it

FCB Canada worked with the brand on its first drive of the new year.

Not every wellbeing brand is for everyone -- but GoodLife Fitness is (or, at least, trying to be).

Canada’s largest gym chain has stormed into the new year with a campaign from FCB.

The drive, which leads with a digital hero spot, is called "Canadian Strong" and breaks down common barriers of intimidation at the gym and focuses on being an inclusive and welcoming place.

It champions different races and genders, ranges of body types and pushes back against fitness elitism.

"In the world of fitness, there's a growing culture of elitism," said Jeff Hilts, chief creative officer at FCB Canada. "The notion that there’s only one type of elite fitness, represented by one type of body is alienating to a majority of people. And as the only Canadian-owned gym, we felt the best way to push up against the industry’s elitism, was to show the strength of our diversity and inclusion, values that are inherently Canadian and a legacy of GoodLife’s."

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