24 Hour Fitness Olympic Goal: Inspire Dreams That Inspire Gold

February 9, 2010: 24 Hour Fitness this week will activate new elements of its multi-media Olympic-themed umbrella campaign, “We Are All Athletes,”  to help anchor its role as the  "official fitness center sponsor" of the 2010 U.S. Olympic and Paralympic Teams.

The campaign is timed for the Opening Ceremonies of the 2010 Winter Games in Vancouver on Feb. 12, and will run through the Closing Ceremonies on Feb. 28. Among the athletes on Team 24 Hour Fitness are Gretchen Bleiler, Rockne Brubaker, J.R. Celski, Chris Devlin-Young, Tucker Fredricks and Julia Mancuso.
One 30-second spot, “J.R.,” features speedskater Celski as he recalls his fight to make the Olympic Team after an accident on the ice last September at the U.S. Olympic Trials in Marquette, Mich., when he required surgery after crashing into the wall and severely damaged his left leg and knee. The spot (pictured) opens with a scenes of the crash, followed by Celski working out on the road to recovery. "My goal went from being able to win a gold medal in the Olympics to being able to walk again," Celski reflects in the ad. "Once I started [rehabilitation] I said, I can do this. Everyone is going to face challenges."

In a second spot, “Julia,” alpine ski racer Mancuso talks about using her Olympic gold medal experience from 2006 as an example that "anything is possible by believing in and continuing to push yourself."

The integrated “We Are All Athletes” campaign includes TV, direct marketing, Internet, including a dedicated Web site to follow the athletes during the Games, interactive events and in-club executions. Marketing is overseen in-house by the San Ramon, Calif.-based health and fitness company.

“The ‘We Are All Athletes’ campaign continues to inspire people to believe there is an athlete within each of us”  Tony Wells, CMO for 24 Hour Fitness, said in a statement. “Whether you’re an Olympian striving for a gold medal or an everyday athlete hoping to finish your first 5K, 24 Hour Fitness can help you reach your fitness goals.”
According to Celski, “Filming the 24 Hour Fitness commercial was such an amazing experience. My goal heading into Vancouver was simple – win Olympic gold. However, after my accident my goal was to walk again. I’m hopeful my story will inspire others that with hard work and dedication, the possibilities are endless.”

Back to Vancouver 2010

Back to Home Page