F45 Launches Campaign Centered on Community and Member Experience
Krissy Vann | Host, All Things Fitness and Wellness
F45 Training has introduced its first global brand campaign, “This is F45 Training,” which aims to spotlight the community-driven approach the company says has fueled its growth and member retention worldwide. With more than 1,500 studio locations across 60 countries, the campaign highlights the experiences of members and trainers, focusing on what F45 describes as the real drivers of long-term engagement: shared accountability, inclusive environments, and consistent programming.
The campaign marks a shift in messaging that places less emphasis on performance metrics or aesthetics, and more on the day-to-day realities of training in a group setting. According to F45, members often join to achieve personal goals but stay because of the relationships they build within the studio. This focus on social connection is at the center of the campaign's storytelling approach.
“Our amazing community is our superpower, and it's at the core of everything we do,” said Tom Dowd, CEO of FIT House of Brands, the parent company of F45. “‘This is F45 Training’ is a celebration of real results, honest effort, and the supportive environment that sets us apart.”
In addition to community engagement, the campaign also highlights F45’s studio design, which intentionally avoids mirrors to minimize intimidation and encourage inclusivity. Programming is built around functional movements that rotate daily, with the company citing more than 5,000 unique exercises in its system. The campaign also features a diverse mix of members in terms of age and fitness level, reinforcing the brand’s commitment to accessibility.
F45 continues to expand its services to align with broader wellness trends. Alongside functional training, the company now integrates nutrition tools, recovery offerings, and brand partnerships with companies such as HYROX and Red Bull. These additions are part of a larger strategic effort to position F45 not just as a training provider but as part of a full-service health and wellness ecosystem.
The campaign follows a reported 12.4 percent increase in global Average Unit Volumes in 2024. Earlier this year, F45 launched FIT House of Brands, a holding company that brings F45, FS8, and VAURA under a unified operational structure. The new brand architecture is intended to streamline resources while maintaining distinct identities for each concept.
“This campaign isn’t just about what happens during a 45-minute class,” said Dowd. “It’s about the ecosystem we’ve created that supports people through their entire wellness journey.”
The “This is F45 Training” campaign is now live across the brand’s global digital platforms.
