Discover how Retro Fitness is marketing with purpose through brand refreshes, digital strategies and community-driven initiatives.
When Jason Langford joined Retro Fitness around six months ago, he brought with him more than 20 years of experience in media and home improvement franchising. Though new to the fitness industry, his background in marketing and franchising prepared him to help guide the brand through a pivotal period of growth and transformation.
Langford views marketing fundamentals as universal. Whether in media, home improvement or fitness, the goal remains the same: generate leads, attract customers and deliver value. What changes, he notes, are the audiences, terminology and strategies needed to connect with them.
A Brand Refresh
Retro Fitness, with more than two decades of history, is in the midst of a refresh. The brand is reintroducing itself to the marketplace through a new club model featuring modern upgrades and amenities designed to meet today’s member expectations.
One of the most notable additions is the Zen Den, a dedicated recovery space offering red light therapy, massage chairs and a smoothie bar open to both members and non-members. These enhancements, spearheaded by Chief Brand Officer Kim Gouch, highlight the company’s effort to stay relevant while maintaining the integrity of its identity.
Meeting Members Where They Are
Since the pandemic, fitness audiences have broadened, spanning from Gen Z and millennials to older populations engaged in programs like SilverSneakers. Retro Fitness has adapted by implementing a strong digital-first marketing approach. Platforms such as Instagram and YouTube Shorts have become essential for reaching younger audiences, while tailored content helps foster engagement across different demographics.
Langford also stresses the importance of localized marketing. Strategies are adapted to reflect the cultural and linguistic needs of individual communities, whether through Spanish-language advertising in Hispanic markets or specialized outreach to Korean American populations near certain clubs.
Competing in a Crowded Market
Competition in the high-value, low-price fitness space remains the biggest challenge. Large chains with significant budgets dominate digital advertising, often saturating social media feeds. Retro Fitness focuses on differentiation through its Get Real mantra, which emphasizes an authentic lifestyle and community-driven approach to health and wellness.
What’s Ahead
The company is preparing to open its newest club in Stafford, Texas, which will showcase the updated model. Additional locations are already in the pipeline as Retro Fitness accelerates expansion.
Community initiatives remain central to the brand. This September, clubs nationwide will host a Memorial Stair Climb Challenge in partnership with the Tunnel to Towers Foundation, raising funds to support 9/11 families.
For Langford, the shift into fitness marketing represents both a challenge and an opportunity: helping Retro Fitness grow while strengthening its position as a lifestyle and community-driven brand.
