Showcasing the diverse motivations of F45 members and inviting Aussies to find their ‘Why’.

‘That’s why I F45’ gives Aussies an insight into F45 through a collection of real-life moments and personal fitness experiences.

It’s relatable, it’s authentic and most importantly it showcases why so many Aussies continue to walk through the doors of F45.

Fitness looks different to everyone, so when it comes to joining a gym, how do you know which one to choose? In our latest brand campaign for F45 we interviewed members, trainers and franchise owners to engage in real conversations about why they commit to F45 and how it fits into their lives.

As a brand, F45 pride themselves on their functional approach to fitness, but what does that mean? In short, it means it works. It’s not about mirrors or mood lights, it’s just efficient circuit training that provides members with results in under an hour. So we needed to remove barriers and drive consideration by giving Aussies an insight into F45 and inviting them to discover their ‘why’.

We worked with 9 real Aussies to uncover why they choose F45. The diverse talent pool captures a cross-section of the F45 community with various lifestyles and motivations, from mobility to keep up with their kids, strength to perform at their job or mental health benefits, F45 really does have something for everyone.

In collaboration with I Want it Yesterday, we worked to capture behind the scenes, UGC style content showcasing each member and their unique stories in a raw and authentic way. Editor, Tom Antolini and Designer, Mark Blackler then crafted each piece, incorporating quotes and UGC footage to give a look into the backstory of each member. ‘That’s why I F45’ encourages everyone to find their ‘why,’ whether it’s their first class or class one thousand.