We hijacked Daylight Savings Day and got a record number of new members for the world’s fastest growing fitness brand. Then we did it bigger the next year, and shattered the record again.
It’s the #1 excuse for why people around the world don’t exercise. But it’s just that, an excuse. A mental obstacle people have that is preventing them from living their healthiest, happiest life. And as a fitness brand with a mission to help people all over the world live a healthier, more vibrant life, we felt we had an opportunity to tear this excuse down.
The idea: Let’s own the one day in every calendar year where there is more time—Daylight Savings, the day where we turn back the clock creating a 25th hour. And on this day, let’s do everything we can to get everyone everywhere into our studios for a free one-hour workout.