Vital Steps Fitness – How to Overcome Women’s Fear of Going To The Gym


Vital Steps, a local community – based gym/studio wanted to attract women 40 – plus who need support to overcome their anxiety about getting fit. The studio needed an influx of new members to keep business robust.


The Path

A one – day strategy workshop with fitness instructors, osteopath, physicians, studio members and prospective members. Throughout an interactive and collaborative workshop, the Building Strong Women position was born.



We developed messaging with the right combination of inspiration and a high value offer to try via: community newspaper ads, a word – of – mouth member campaign and a ‘slow media’ postcard which was dropped to homes in the neighbourhood. Membership increased 300% and Vital Steps became an integral part of the community.