• by Les Luchter , October 2, 2024

Repositioning itself as a lifestyle brand beyond its studio-based strength training workout, Solidcore has launched a 60-second spot running on Meta, YouTube, and other platforms.

“What is Solidcore?” asks a voiceover. “It's 50 minutes working on your body, working on your mind, to unlock the strongest version of yourself. It's a training ground for life.”

Visuals, meanwhile, show people both inside, working out in a Solidcore studio, and outside in other activities, including waiting for a subway train. “The only question that matters isn't who are you today, but who will you be tomorrow,” says the narrator.

The spot is part of a national campaign from the Farrynheight agency that is one of the brand’s largest to date, with increased media spend compared to previous efforts like “Fail With Us” earlier this year, Shane McCarthy, Solidcore’s senior vice president of digital and marketing, tells Marketing Daily.

That campaign stressed failure as the foundation for success.

“'Fail With Us' set the tone for the mental and physical resilience that Solidcore fosters by encouraging clients to push beyond their limits,” said McCarthy. Now, “Our brand evolution continues this ethos but expands it to include how our clients apply that strength to every part of their lives. This next chapter is about building a lifestyle around growth—mentally, physically, and personally.”

The new campaign includes a “broader content strategy,” McCarthy says, adding that “We're updating all visual content across digital, social, and physical studio touchpoints to ensure every interaction aligns with our mission of empowering clients. This includes refreshed in-studio materials, enhanced digital assets, and content that reflects the lifestyle and transformational results our brand stands for.”

Narratives that “mirror the active, health-forward lives” of members and coaches are part of the new brand positioning, along with the blue color of what McCarthy calls the “iconic” lights in Solidcore’s studios. “We hear consistently from clients how they bring the blue lights with them outside of the studio and we want to reflect that in our messaging and brand holistically,” he explains.

The campaign aims to both “deepen engagement with our existing community” and to reach new customers, McCarthy says. To that end, it’s starting in major metropolitan areas where Solicore already has a “strong foothold” and will also push into “underpenetrated regions where the demand for innovative fitness solutions is growing and our new studios are opening," he states.

The campaign’s target demographic, McCarthy says, is “growth-minded individuals who prioritize strength—both physical and mental—as part of their overall wellness.”

Success, he says, will be measured by increased brand awareness and the number of new Solidcore members.

The brand now has more than 130 locations across 25 states and the District of Columbia.