• by Les Luchter , May 5, 2025

The F45 Training chain of group workout studios, two years following its first U.S. brand campaign, today launches its largest campaign yet: a global effort with the direct title of “This is F45 Training.”

The campaign, featuring this :60 spot, “celebrates what sets F45 apart: real training, real results, and a community that shows up for each other,” CMO Brian Killingsworth tells Marketing Daily.

Killingsworth says the campaign provides “a consistent narrative that resonates globally while still allowing for regional nuance.”

Begun in Australia in 2011, F45 now has over 1,500 studios in more than 55 countries, including some 800 in the U.S.

The :60 spot, along with a :30 version and four :15 cutdowns, were created with Los York Studios. They’re running on digital platforms, including the MNTN-connected TV ad network, Meta, Google and Amazon.

The campaign, which also includes static and animated assets in both paid and organic media, has begun a 10-12 week run in the U.S., New Zealand, Australia and Canada, with Hong Kong, Singapore, Indonesia and Malaysia to join the paid ads effort next month 

While F45’s core demo is adults in their 30s to 40s, with current members skewing approximately 70% women and 30% men, “this campaign is designed to appeal to a broader audience across all age groups, reflecting the diverse range of offerings available through an F45 membership,” says Killingsworth.

The primary goal, he says, is to “build brand awareness around our paid studio membership model, showcasing the value, versatility, and community-driven nature of the F45 experience, regardless of where someone is in their fitness journey.”

F45 also hopes to broaden the perception of F45, Killingsworth says. “We offer more than just a 45-minute workout,” he explains. “We aim to spotlight the full value of an F45 membership, including access to community, expert coaching, wellness education, nutrition guidance and lifestyle support.”  

The spot uses real members and real coaches “highlighting the authenticity of our global network," Killingsworth adds.

He says that F45 will measure success of the campaign through lead generation and trial sign-ups, engagement across both paid and organic content, and brand sentiment and awareness lift.

F45/FIT has also been lining up partnership deals.

F45, for example, is Red Bull’s first global fitness partner, with a co-branded product that will roll out through refrigerators found in studios.

F45 has also become the official global training partner of indoor fitness competition brand Hyrox, with the two collaborating on training programs, in-studio initiatives like a F45 Hyrox Run Club and PFT (Physical Fitness Test), and event experiences at select Hyrox races worldwide.

In addition, F45 Training has partnered with Samsung for at-home workouts that are available on the Samsung Daily+ smart TV app.