The Brief
Empowered to start or continue fitness journey. One Pass Select is your personalized one stop shop fitness partner, including digital and online fitness options.

Insight
Staying fit isn’t one size fits all. It’s open to all regardless of age and ability. We inspired generations of members to start a new routine that’s like no other.
Consumers who are new to fitness may feel intimidated by gyms and can leverage One Pass as an opportunity to explore their options and find a fitness center that they are passionate about that meets their individual needs. Consumers who are active gym members may be looking for opportunities to switch up their standard routine and feel inspired again.

Idea
We paired photography of real members with inspiring headlines to capture a sense of freedom and determination to be your healthiest self with One Pass.

Role
Concept, writing, creative direction

Design partner
Darcy Iserman