Fitness Plus Sanur
Proposed strategy
The Sanur club of Fitness Plus Indonesia, a Bali-born network of 24-hour gyms, on the Ngurah Rai bypass.
- What we delivered
- Creative campaign strategy
- Message development
About the client
Fitness Plus Sanur is the Sanur club of Fitness Plus Indonesia, a Bali-born network of 24-hour gyms with clubs across Bali, Java and Lombok.
The club sits on the Ngurah Rai bypass in Sanur Kauh, near the toll exit, and calls itself the first mega-gym concept in Bali. It offers round-the-clock access, more than a hundred machines, a sauna and free classes such as Les Mills BodyPump and Zumba; membership is arranged by enquiry, with a one-day free trial.
What we did
Pakai Hati wrote a creative campaign strategy for the club: who its reels actually reach, which gyms a prospective member compares it with, and the message that follows from both. It is shown here as proposed, and the per-day price in its messaging is not the club's current membership price.
The proposed strategy
From the workMessage development
Always Positive
Three pillars
- 24 hours
- Cheap price
- Elite facility
The proposed line
nge-GYM cuma Rp8.333/hari
Headline options
Competitor map
Based on area
- The Paradise Bali
- Fit 24 Indonesia
- MS Fit
- Prime Gym & Spa
Based on price
- Fit Hub
- De Gym
- Anytime Fitness
The per-day figure is historical campaign messaging from the strategy, not the club's current membership price.
Follow the reach, not the followers
The account's followers were 56.1% women and 43.8% men, but its reels reached 69.2% men, because reels reach people who do not follow the account. The deck's conclusion: in the awareness phase, follow the reach, and cast more women, which it argues draws the male audience and women looking for body goals alike.
Two competitor sets, two arguments
The deck separates the clubs a member would compare by area, The Paradise Bali, Fit 24 Indonesia, MS Fit and Prime Gym & Spa, from the chains compared by price, Fit Hub, De Gym and Anytime Fitness, so the message can answer both comparisons.
Three pillars, one line
24 hours, cheap price, elite facility: the deck turns the three into a per-day figure, “nge-GYM cuma Rp8.333/hari”, and three headline options, from “High End Gym, Low Cost Membership” to “Premium Workouts, Pocket Friendly”. The figure is historical campaign messaging, not the club's current membership price.
What we delivered
Creative campaign strategy Proposed
An audience insight from the club's own Instagram figures, followers mostly women and reels reaching mostly men, and a competitor map that separates the gyms compared by area from the chains compared by price.
The competitor map: gyms compared by area, chains compared by price. Message development Proposed
Three pillars, 24 hours, cheap price and elite facility, turned into one per-day line, “nge-GYM cuma Rp8.333/hari”, and three headline options. This is historical campaign messaging: the figure is not the club's current membership price.
Message development: three pillars, the proposed per-day line and three headline options.
Sources and credits5 sources
Credits
- Client
- Fitness Plus Sanur
- Made by
- Pakai Hati
Sources
- Fitness Plus Sanur, official branch page Fitness Plus Indonesia
- Fitness Plus Sanur on Linktree Fitness Plus Sanur
- Membership and club list Fitness Plus Indonesia
- About Fitness Plus Indonesia Fitness Plus Indonesia
- Company profile v2.5, pages 13 and 14 Pakai Hati, 2025-10
Saatnya berkarya.
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