• by Les Luchter , October 15, 2024

"Life has always had its challenges,” Lauren Lejuene, REP Fitness brand director, tells Marketing Daily. “But there are perhaps more stressors we're facing today than before, and overcoming that requires strength.”

So, just weeks before election day, the 12-year-old home gym equipment marketer launched “Pursue Your Strength,” its first-ever brand campaign, which will run through year’s end.

A spot, in :60, :30 and :15 variants, shows a man and woman in vigorous strength training exercises, while a voiceover intones, “With strength comes freedom to do what you want how you want. Live life on your terms.”

The commercial, created by Matt McLaughlin Productions, is running on OTT, Google Search and Meta platforms. Target audience, REP says, is any adult 18+ who pursues an active lifestyle. 

REP has simultaneously launched a contest, running through Nov. 22, with a home gym valued at $10,000 to be awarded to the entrant whose personal story best shows how workouts have helped them “overcome life’s challenges.”

The contest began Oct. 8, and REP says entries so far “have included everything from addressing an eating disorder, ADHD, workplace depression, personal loss and more.”

Helping to promote the contest are video vignettes appearing on YouTube and social media that showcase the transformational stories of such athletes as Kansas City Chiefs defensive end George Karlaftis, CrossFit Games competitors Brent Fikowski and Amanda Barnhart, and fitness trainer Claire Thomas.

Thomas is also the female athlete in the REP commercial. The male is Adam Brandt, who does product marketing at Rep.

A “Pursue Your Strength" profile on REP’s website reveals how weightlifting helped Brandt overcome ADHD in high school, and how he later worked his way up from an REP warehouse job.

“I still struggle with those ADHD moments,” Adam says in the article. “But the weight room has been the one constant through all of it. I know if I have that, I can do anything.”

“We want to create an inspiring platform for people that helps them to live life the way they actually wish to live it,” says Lejeune. “The strength you get from the gym isn't just about your muscles; it's empowering you throughout your entire life." 

Rep sells its products through its own website and also has showrooms in Southern California and Carlisle, Pennsylvania.