midtown: digital branding campaign

Midtown Athletic Club is a leader in upscale athletic club and sports resort management, currently operating ten clubs throughout the United States and Canada. Midtown is recognized for offering first-rate amenities and fostering close-knit member community. However, while Midtown was skilled in the delivery of a superior fitness experience, it lacked a clearly defined brand strategy and strong online presence. Our team was hired to completely transform Midtown’s communications roadmap.


This project presented two unique challenges, the first being the development of a compelling brand strategy that would be powerful yet malleable enough to translate to the digital space. Secondly, the re-designed Midtown website had to enforce the new brand strategy and improve the club’s ability to generate quality leads online. A duplicate site in French also needed to be developed for French-speaking visitors and Canadian members.


Our team took several distinct steps to assist Midtown to achieve their goals, first creating a cohesive brand strategy before implementing it in the design of a new website.

To identify Midtown’s key strengths and points of difference, Marketing For Wellness conducted a workshop with the club’s upper-level management and focus groups with club members. This process allowed us to gain insight into what the members value their experience at Midtown. We solidified this feedback into a unified, centralized strategy for all clubs under the tagline: Healthy Connections.

Marketing For Wellness developed a new brand experience for Midtown Athletic Club around the concept “Seize the Moment”, a theme created in response to feedback gathered during the branding process.  Individual club pages were created with programs, services, content, and imagery specific to each location, along with a social media section. The site reiterated the theme of the community experience with testimonials, member stories, and new images and stories of staff and members captured by Marketing For Wellness during a photo shoot at Midtown Montreal.


Our collaboration was a two-fold success. The new website design enabled Midtown to improve their marketing and ensured a significant increase in website views, including a 61%decrease in bounce rate and a 21% increase in average time spent on the site. A Pay-Per-Click campaign was similarly enhanced, netting a 148% improvement in number of leads generated with an 82%decrease in cost

per lead.

Management gained invaluable insight into their primary strengths and weaknesses, and future areas of opportunity. This helped the brand establish a unified theme and a cohesive marketing plan for all 10 existing Midtown locations.


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Chicago, IL 60654  USA


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