
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.
advertisement
advertisement
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.