At Chuze Fitness, the goal has always been bigger than just working out—it’s about creating a third home, a place where everyone feels welcome, supported, and maybe even entertained with a dad joke or two. Unlike high-pressure gyms that sign you up and forget about you, Chuze is all about making fitness fun, friendly, and actually enjoyable.

So, when they set their sights on 2025, the mission was clear: Stand out. Capture new members. Welcome in both active gym-goers who hadn’t stepped into Chuze yet and those who flat-out don’t like working out. And the approach? Be bold. Push limits. Embrace humor. That’s exactly where Movetic thrives.

We started by diving deep into the fitness landscape, conducting market and competitor research to define four potential strategic positions for the campaign. Once we landed on the strongest one, we went in-person to pitch four hilarious campaign ideas to the CEO and Marketing Team. The winner? All Excuses Welcome.

This campaign shines a light on the ridiculous (but totally relatable) reasons we all use to skip the gym—and rather than shaming them, we celebrated them. We developed four distinct characters, each embodying an all-too-familiar excuse. Because let’s be real—we’ve all been there.

By calling out these excuses with a wink and a laugh, we turned them into something we could overcome together. Because at Chuze, it doesn’t matter why you didn’t want to come in today—what matters is that you showed up anyway.

Oh, and the best part? Chuze’s own team members took center stage as our models, bringing the campaign to life with the same energy, warmth, and humor that makes Chuze unexpectedly fun.

Keep scrolling to meet our Excuse Hall of Famers. Who knows? You might just see yourself in one of them.