Hundreds get tattooed in honour of fitness chain

Sarah Homewood
By Sarah Homewood | 23 July 2014
 

One of Australia's biggest fitness chains has convinced hundreds of staff, franchise owners and customers to have the brand tatooed on their bodies.

Anytime Fitness, with 355 gyms across the country, has introduced the tattoo program in Australia after it was successful in the the US.

The company provides a tattoo artist at each of its conferences offering the free body art of the brand's signature "running man" logo - with all the tattoos funded by the US arm of the business.

Anytime Fitness Australia Co-Founder, Jacinta McDonell-Jiminez, says that the lifetime commiment staff and customers are making to the brand is genius move.

McDonell-Jimnez, who herself has been inked in support of the brand, said that by getting a tattoo people are able to show how much the brand really means to them.

“We have members that will get the tattoo and personal trainers," she said. "So we have staff who are also engaged in the brand getting a tattoo, because its made such a dramatic change to their lives or it means so much to them so they feel they want to be connected to the brand further.”

McDonell-Jiminez said there are at least 200-300 people with the Anytime Fitness logo tattoo in Australia and it's because people really feel connected with the brand's culture.

“You're putting the symbol of what the brand represents and then you get to have a conversation about it." she said.

"When people say it's actually a company people are quite intrigued by that, It leads to a really interesting conversation.”

When asked if creating walking talking billboards was a form of marketing for the business McDonell-Jiminez explained that it absolutely was, however people are getting the tattoos less about the brand message but more to express the change the brand has facilitated in their lives.

“If you would ask most people why they got an Anytime Fitness tattoo it would be because the change that its made to their life and to their well being."

"That's why they decided to put that tattoo on their body, I would say 98% people would answer that way.”

With McDonell-Jiminez tipping the brand to expand to over 500 clubs around Australia in the next year prepare to see a running man tattoo near you.

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