COVID-19 has thrown everyone off balance – specifically the sport and fitness industry was hit hard with fitness and sport restrictions and facility closures.  Amid the uncertainties, our team rose up to every  challenge, going beyond compromise
to proudly become the CEO of Safety – leading the industry and shining bright within our community with our attention and priority to safety and cleaning protocols to ensure the well-being of all our staff, Members and athletes that call us
their home.   

What we’ve learned along the way is that responding to COVID-19 is not a sprint, it is a marathon and our endurance will be key.  To date, we have implemented and reacted to approximately 154 legislative requirements since the onset of COVID-19, and we’re not about to stop there. Our teams continue to strategize creative alternatives to serve our clients, and fuse fitness and sport into their lives, even during closures, living out our Mission – Passionate about sport – and people


Not all heroes wear capes, and in our case, they wear masks, gloves and big welcoming eye smiles.  Our communication strategy strived to be forthcoming and transparent about our added safety protocols and what our community can expect when trusting their fitness training with us.  We elevated our strategy by leaning on what marketers call the Human Brand.   33% of brand humanity comes from activating emotions in customers, so we devoted over 30% of all our messaging to the emotional attributes that customers felt were most important: responsive, social, friendly, thoughtful and helpful. Below is our series of powerful visual communications and social media posts that were personable, emotionally charged, and filled with RSC’s values that supported our strategy offering the empathy driven human element to what our staff was implementing and experiencing on a daily basis.   


Click on the boxes below to see our heroes in action and the applause received from our social media fans!