CASE STUDY: LIFETIME ATHLETIC
LifeTime was opening its first 128,000-sq. ft. club in Westwood, Massachusetts – a new resort style model being launched in New England for fitness, beauty and wellness. The company wanted a media relations campaign to support its Preview Center launch to drive memberships and the subsequent grand opening that would both celebrate a wait list of 1,000 founding members and drive demand in the community for 3,000 new members upon opening day.
Having launched The Sports Club/LA in Boston and key regions across the country, Kortenhaus devised a PR strategy that leveraged both business and lifestyle media to develop a strong membership drive as well as desire surrounding its luxury fitness, wellness, spa facilities and cafe.
The Boston Globe was given exclusive coverage inside LifeTime’s facilities and an interview with the company’s CEO. As the club progressed with construction, time-lapsed drone footage was created and sent to the Boston Business Journal days before the club opened in Westwood.
Media efforts resulted in the centerfold feature on LifeTime in the business section of The Boston Globe, established a leadership positioning for the brand and increased demand for the Westwood location, with a wait list that grew from 500 to over 1,200 prior to opening. Kortenhaus opened all four LifeTime facilities in the state including Framingham in 2016, Chestnut Hill in 2017 and Burlington in 2018.
