The LB is a different kind of boutique fitness brand, one that challenges guests to find their perfect fit by exploring many different types of fitness classes–all under one roof. Our launch campaign focused on the variety of different classes offered, and how The LB helps you find the one that keeps you motivated. Find What Moves You became the motivating statement that drew new users in to a captivating brand promise.

The LB’s classes we’re separated into three types, each focusing on improving a different facet of the fitness experience, and ensuring that there was a class type for every type of guest. Move, Mind, Muscle was the support line that help create clarity to the new adoptee while being a mantra and class type navigation tool for the our brand super-users.