Life Time
Introducing a Legacy Brand to NYC
Services
Campaign Strategy
Brand Positioning
Media Planning
Content Production
Introducing a Legacy Brand to NYC
Life Time had built a national reputation as a high-end fitness destination. But entering New York meant stepping into a space where the world’s top luxury and hospitality brands compete for attention. Piranha was brought in to help the brand meet that moment, creating a refined identity rooted in taste, intent, and cultural fluency.
We rolled out a city-first campaign grounded in the visual identity we built, introducing Life Time with the polish and presence New York expects. Our strategy didn’t just build awareness, it sparked demand across all eight new NYC clubs opened in just 18 months — each reaching waitlist-only status with memberships sold out before doors opened.
Real Results.
80%
higher conversion rate
23%
lower acquisition rate
8
clubs opened, all waitlisted
We didn’t just launch Life Time in New York, we made them matter. Full-funnel creative drove demand and cost-efficiency, helping local teams convert leads, surpass national CPMs, and beat sales benchmarks across the board.
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