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To sell fitness equipment to individuals, we ran ads keyed to events in February, March and April. First, Starting Valentine’s Day, lose your love handles. Next, Beware the Wides of March. Then, Deduct some fat by April 15th. Each ad pushed a particular advantage: in February, a great March, great April, a piece of equipment exclusive to Total Fitness. All with our positioning: Better equipment. Better results. Total Fitness sold more equipment.