GoodLife picks Gut as new AOR for post-pandemic brand relaunch

When Gut officially launched in Toronto a little more than a year ago, its leadership made it clear they were going to be totally focused on the agency’s founding client, Tim Hortons, but growth and new business was always in the longer term plan.

“We want to grow and we want to have other clients in the future,” Gut founder Anselmo Ramos told The Message last August. “The best way to attract those clients will be with the work we’re going to do for Tims.”

On Wednesday, the agency announced it is also now the agency of record for GoodLife Fitness (its second AOR client), and that it is also working on projects for K-Y Jelly and Spin Master. While the agency had about 40 staff last August, its head count has increased to 58.

GoodLife Fitness is the fourth largest fitness chain in the world, and Gut is working on a new brand strategy and platform, launching later this month.

In a release, Gut said the new platform will “spotlight changing lifestyle habits brought on by the pandemic.”

“At a time when people are reconnecting with the gym, we wanted to work with a partner who could help us elevate our brand platform and showcase the expertise and programs GoodLife Fitness offers across Canada to meet the needs and interests of the post-pandemic gym-goer,” said Nicole Pekerman, vice-president, marketing at GoodLife Fitness, in a release.

“GoodLife Fitness is Canada’s gym,” said Ryan O’Hagan, managing director of Gut Toronto. “We’re beyond privileged to work with another brand that, like Tims, is such a central part of Canadians’ daily lives.”

Aside from Tim Hortons and GoodLife, Gut is working on a brand relaunch for K-Y Jelly this fall, while Spin Master hired the agency to work on global campaigns for its iconic Rubik’s Cube that will debut next year.

“Our people are the reason we are able to work with such an iconic roster of brands. The creativity, ingenuity and diversity within our teams enables us to help our partners achieve their business goals and objectives,” said Brynna Aylward, executive creative director at Gut Toronto.

“Momentum is building with Gut Toronto going into our second year of business. Receiving our first-ever Lion at Cannes, along with the fantastic team at Tim Hortons, and welcoming GoodLife Fitness to the Gut family.”

David Brown