The Challenge: Evolving Beyond Affordability to Showcase Community Impact
Fitness World Canada is a well-known local gym brand in British Columbia, committed to making fitness more equitable and accessible through low-cost memberships and inclusive programming. While affordability was a strong value proposition, the brand needed support shifting public perception beyond “budget gym” to one that reflected its deeper mission: breaking down barriers to fitness for underserved communities across the province.
Yulu was engaged to elevate Fitness World’s profile as a purpose-driven, community-focused organization – one that not only welcomed every body, but actively created opportunities for all bodies to thrive.
Our Strategy: Positioning Fitness World as a Purpose-Led Community Leader
Yulu developed a comprehensive communications strategy that integrated earned media, paid partnerships, and strategic thought leadership. Our goal was to spotlight the values and actions that made Fitness World a genuine advocate for community wellbeing.
To demonstrate the brand’s impact, Yulu identified and built partnerships with local nonprofits and organizations already serving people facing obstacles to daily movement; such as youth experiencing homelessness, seniors in assisted living, and individuals in recovery. This led to the launch of the Active Community Initiative: a fitness equity campaign bringing no-cost workouts and wellness resources directly to people who need them most.
Our media strategy positioned Fitness World as a trusted industry expert and local changemaker. We secured consistent coverage in local news outlets, industry publications, and community newsletters. We also developed a thought leadership program to elevate the voices of Fitness World’s executives, trainers, and partners across media and speaking opportunities.
The Results: Lasting Community Partnerships & Media Recognition
The Active Community Initiative became a cornerstone of Fitness World’s social impact narrative. In its first phase, Yulu facilitated seven impact-driven partnerships, including with:
- Covenant House Vancouver
- Turning Point Recovery
- Retirement Concepts
- Surrey’s Women’s Centre
- Canada Place
Two of these partnerships transitioned into long-term collaborations, helping Fitness World embed its mission within BC’s social fabric.
On the media front, Fitness World emerged as a recognized leader in community fitness. Through targeted media relations and commentary placements, the brand shifted perceptions and was increasingly associated with accessibility, inclusion, and local impact.
Let’s Work Together
Looking to elevate your sustainable health, wellness, or purpose-driven consumer brand? Call or email us to set up a call at socialimpact@yulupr.com or +1 604-558-1656. Let’s build something impactful together.
