Target does creative fitness deal with Lifetime

Target is flexing its marketing muscles with the introduction of a 39-minute workout regimen at Lifetime Fitness clubs to shape up sales of its proprietary C9 Champion activewear brand.

Dubbed the C9 Challenge, Target and Life Time Fitness, operator of 114 health clubs nationwide, developed the novel idea of offering the branded and strenuous exercise class and promoting its exclusive availability at Life Time’s clubs. The class will be available in May and was developed in collaboration with Life Time experts and Target’s C9 Champion brand ambassador Adam Rosante, author of “The 30-Second Body: Eat Clean. Train Dirty. Live Hard.”

“The C9 Challenge class we’ve developed with Target’s C9 Champion ambassador Adam Rosante will be social and fun, with a broad appeal for women and men alike yet, and as Adam says, push them to realize they’re stronger than they think they are,” said Kimberly Spreen-Glick, Life Time national senior director of group fitness. “Life Time is known for bringing our members effective, innovative and one-of-a-kind group fitness classes designed and taught by the industry’s best instructors. We can’t wait for members to experience C9 Challenge.”

In addition to promoting brand awareness of the proprietary Target brand in an unconventional way, the class is designed to challenge nine core areas of the body in 39 minutes. Each class begins with a dynamic warm up, followed by three fitness blocks focused on upper body, lower body and core followed by a one minute cardio burst to drive the heart up and ensure a metabolic after burn.

“This new Life Time class smashes the notion that you need to spend lot of time at the club to get a solid workout,” said Rosante. “We all want to look good and feel great in class, and Target’s exclusive line of C9 Champion activewear can deliver that at a great price without sacrificing on performance.”

In addition to the class, C9 Champion will be integrated throughout Life Time destinations in a variety of ways including in-club video and signage, surprise and delight moments for those taking the class, and sneak peeks at new products.