About Fitness Time


The WG team worked on ideation, design creation, adaptations, and production all within a very short period of time. The work included a calendar adapted for digital communications through various social media outlets.

The campaign focused on raising awareness in Fitness Time locations, within the Leejam corporate offices, and finally on social media. The team at WG prepared full POSM communication materials focusing on having clear safety messages and distancing guidelines, along with a plan which included installation schedule for the 150 branches across 27 cities with 10 installation teams to ensure readiness.

Finally, the team also trained the operational team at Fitness Time about the installation mechanism as part of a knowledge transfer service.


The Challenge

Fitness Time is driven by discounts and while the customers like the brand for its convenience, there was a lack of proper bond between the brand and it's client base.

Fitness Time marketing team briefed WG to create a brand strategy document to support the overall business strategy, ultimately determining a focused approach through which Fitness Time can redefine its position in the industry.

The goal was to map out a direction through which Fitness Time can be perceived as a trendsetter that introduces its clientele to a lifestyle, rather than just provide them with a membership to a top-notch gym - repositioning itself as an engaging brand.

A shift from being a gym to becoming a wellness and lifestyle destination.


The Result


Fitness Time has more than 150 branches in 27 cities across KSA, the outbreak of Covid-19 resulted in closing them all out.

Upon announcing the reopening of the industry, Fitness Time approached WG to prepare a full plan communicating the measures that were taken to ensure the safety of clients.

The reopening of the industry was announced abruptly, and WG had to prepare a full educational campaign within time constraints and lockdown difficulties.

The main focus was on ensuring that the opening strategy would be aligned with the requirements and guidelines set by the Ministry of Sport.

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