Health and fitness center memorializes athletic careers that were cut short.
CATZ (performance training centers) was interested in targeting 30/40 somethings who have had to sideline their personal fitness while focusing on family and career. Their goal was to promote one hour midday programs would give busy parents/career builders the opportunity to put a fitness routine back into their busy schedules.
A call to action “Don’t let the athlete inside you die” that was based on the key insight that the typical 30/40 somethings, who had played sports in high school and college, still believes they are an athlete at heart – no matter how active they are currently. The message traveled through regional print media such as transit posters and news paper ads.