Life Time Fitness builds 100,000 square-foot-plus health and wellness destinations with every imaginable perk. In 2015, the Minnesota-based company was preparing to launch its first New England club in the Boston suburb of Westwood, and needed to quickly build brand awareness. Because Kortenhaus had previously launched Boston's Sports Club/LA (now Equinox), Life Time designated us the agency of record.
Kortenhaus worked with Life Time's corporate team to develop an extended public relations strategy adapted for the New England market. Kortenhaus offered the Boston Globe exclusive access to the company's founder, resulting in a centerfold feature in the business section. "Think of it as a giant indoor country club," wrote journalist Casey Ross. "That’s one way to picture the much bigger, swankier version of the typical fitness center coming to Greater Boston in July."
Drone video footage arranged by Kortenhaus was published in the Boston Business Journal in both print and online. A five-minute segment on Chronicle (Channel 5 WCVB-TV, an ABC affiliate) arranged by Kortenhaus generated more than 75 emails and 206 leads within 24 hours of airing.
By the time Life Time's Westwood preview center opened, its membership numbers were well on their way. After the opening, Kortenhaus encouraged the Globe to send out a photographer; the resulting photos appeared in a large second story in the newspaper's business section.
Kortenhaus is now managing the launch of Life Time's next clubs to open in Framingham, Burlington, and Chestnut.