Hasta La Creative!

Anytime Fitness CMO Stacy Anderson joined a gym for the first time because of a pair of jeans.

A mother of two, Ms. Anderson was so busy working on her career and her family that she found the sight of some of her most beloved clothes depressing. “For me it was, ‘Gosh, I am never going to fit into those jeans again,'” she said.

Ms. Anderson’s evolution into a gym-goer happened long ago, but her story perfectly encapsulates the strategy behind, “Get to a Healthier Place,” a multinational, multimedia campaign for Anytime Fitness, which has nearly two million members and 2,500 franchises spread across 15 countries around the world. Another 1,500 franchises are scheduled to open in the next five years.

Continue reading at AdAge.com