Viva Leisure opens Titanium branded Club Lime Pyrmont

Viva Leisure has today opened its first Titanium branded fitness facility in the inner Sydney suburb of Pyrmont.

Nearly two years in the making, Club Lime Pyrmont marks the introduction of Viva Leisure’s first premium facility, with high quality fitout and design, state-of-the-art equipment, outstanding group fitness spaces, 24/7 opening and no lock-in contracts.

In launching the new brand, the ASX-listed operator introduced an integrated marketing campaign with creative company The Station Agency - executed across outdoor, digital, social, Spotify and search - built off a hyper-local strategy to connect with potential members in the immediate vicinity of the club.

Commenting on the campaign, The Station Agency Managing Partner, Ian Cassidy told

AdNews

“the basic principle of hyper-local marketing is that the more personalised and localised the messaging, the deeper and more authentic connection the brand will have with its audience.

"With this in mind, our campaign has been created specifically for the people of Pyrmont, combining an understanding of their gym-going desires and frustrations, with familiar local references, to hero the different parts of the Club Lime experience."

Since becoming the first health group club to list on the Australian Stock Exchange in June 2019, Viva Leisure Limited Chief Executive and Managing Director, Harry Konstantinou advised that the business has grown to become the second largest health club owner in Australia.

Konstantinou added “Club Lime is our premium health club brand and our new Pyrmont location will be our first Titanium level club. Our Pyrmont location will offer the local community something they have never seen before.

"The messaging and awareness being created by The Station Agency in anticipation of our opening in April 2020 is exciting for us, and the campaign has already generated significant expressions of interest from the community.”

Click here to view a virtual walk-through of the new facility.

Images show the new club (top) and its promotion (below).