- Propel Fitness Water is launching the second year of its fitness-oriented “Propel Your City Project” fitness-oriented marketing platform, with new opportunities to make fitness more accessible in local communities.
- Among the new initiatives in the second year is the launch of Propel-sponsored fitness hubs – physical spaces where local fitness and wellness leaders will host free classes – in four cities.
- The brand is also giving away $100,000 in $500 increments to people across the country that they can use toward purchasing fitness memberships. The amount is double what the brand had offered last year.
The second year of Propel’s project draws inspiration from research that found three-quarters of exercisers believed group exercise was more motivating and led to better results. Despite these feelings, nearly two-thirds of exercisers still work out alone and cite cost and access as barriers to hitting their fitness goals.
“Fitness is hard if you go it alone,” said Emily Boido, senior director of marketing, Enhanced Water Brands at Gatorade. “Community can be that spark to help you keep going. It can be that boost of energy to help you see it through and experience the joy of exercise.”
The Propel-sponsored fitness hubs will appear in Newark, Atlanta, Houston and Los Angeles this summer. For nearly a month in each city, the areas will offer free fitness classes and wellness activities for local exercisers daily (as well as being stocked with free Propel products).
“The insight for what we’re doing this year came from an organization we worked with last year called Walk Good LA,” Boido said. “When we listened hard to what their needs were, they were craving a physical space where they could almost feel like a second home, a home for movement.
To promote the initiative, the brand is once again partnering with actor Michael B. Jordan. Jordan will appear in a television commercial promoting Propel. The spot features members of Walk Good LA getting ready for their fitness routines, intercut with shots of Jordan also participating in an event. Jordan also hails from Newark, N.J., which is one of the four cities that will have one of the month-long fitness hubs.
“My fitness journey started on the basketball courts in Newark and the progress I’ve made since then comes from a combination of learning from the best and moving alongside my team,” Jordan said in a statement. “With the Propel Your City Project, we’re trying to help more people find that winning mix in their community to drive them forward.”
The spot will be featured heavily in lifestyle and social programming, as well as in live sports programming including the French Open and the WNBA.
