Life Time partnered with GameFace to gain share in the rapidly growing sports performance training category. The program delivers customized athletic training for varsity, college and elite-level players.

The creative challenge: elevating this offering as a VIP, high-end experience packaged with all the top amenities provided by Life Time. To truly attract this audience, we had to deeply demonstrate our understanding of top athletes. Our work highlighted the grit, physicality, drive and the physical rigor competitive athletes need and desire to level-up.

As Ricky Bobby’s daddy would say… if you’re not first, you’re last.