The Clubhouse challenges the status quo of gym and lifestyle marketing

Hong Kong-based fitness centre The Clubhouse Hong Kong has unveiled a new brand campaign to challenge the traditional status quo of gym and lifestyle marketing. 

This comes as gym and lifestyle marketing has long prioritised tangible physical outcomes as its core message: abs, gains, numbers on a scale. Yet what’s often missing are the people behind these goals, the community, the values, the sense of belonging. 

Also known as “The Clubhouse: Built for life”, the campaign is the brand’s letter to the industry, a reminder that when citizens build on values, culture, and community, results follow naturally, said a spokesperson from The Clubhouse. 

“We positioned The Clubhouse not as just another space with facilities and a training plan, but as the living, breathing heart of a community. A place where nods, high-fives, and shared moments matter just as much as metrics. A space where you instantly feel at home.” 

Done partnership with content marketing agency Handl Media, the campaign will launch for three months along with ongoing social adaptations and community-driven content to maintain momentum and authenticity.  

Targeting professionals, corporate leaders, young parents, expats, and individuals between 25 and 65 who are investing in longevity and sustainable health, the campaign consists of a video premiere, targeted rollouts and social campaigns. 

In terms of marketing strategies, the campaign is anchored in three brand pillars—rebuild, reconnect, recharge—each as a lens through which the campaign unfolds. 
 
Rebuild speaks to transformation, where physical progress is the natural outcome of deeper renewal: finding new strength and laying fresh foundations for life. 
Meanwhile, reconnect celebrates the human bonds that define The Clubhouse: the nods, conversations, and friendships that make every member feel a sense of belonging. 
 
Finally, recharge positions The Clubhouse as a sanctuary: a place to restore balance and well-being through quiet moments, shared laughter, and the slower rhythms of everyday life. 
 
Against the backdrop of loud, outcome-driven fitness marketing, this campaign embraces textured visuals, cinematic storytelling, and authentic sound design to craft an immersive, premium experience, said the spokesperson. “Every story, whether through film, social content, or community activations, is guided by these pillars, ensuring The Clubhouse is always seen not as a facility, but as the living heart of a culture built for life.” 

The campaign will be amplified via multiple channels including the brand’s YouTube and Vimeo, Facebook and Instagram Reels and stories, website landing page integration and email marketing campaign. 
 
David Markham, CEO, The Clubhouse Hong Kong, said, “Our mission has always been to change health and wellness in Hong Kong. As the world becomes more artificial, we refuse to lose human touch. How we connect and how we make people feel. Health goes far beyond physical health. It’s mental and social, too. We understand the pressures of Hong Kong, so we meet people where they are and help them build longevity that lasts, not just fitness that fades.”

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