Carat has been selected by GoodLife Fitness to help handle its media as it prepares to welcome members in a post-pandemic fitness world.

Selected following an RFP, Carat will be working closely with GoodLife’s new creative agency Gut Toronto and the brand’s internal marketing team, with an initial focus on a “re-ignition” campaign going live in October, with additional campaigns to follow over the course of next year.

Nicole Pekerman, who was named VP of marketing at GoodLife Fitness earlier this year, says the gym chain is looking to elevate its brand and showcase the expertise GoodLife Fitness offers across Canada to meet the needs and interests of the post-pandemic gym-goer. The new platform will spotlight changing lifestyle habits brought on by the pandemic, with a focus on the brand’s founding values – that fitness and health are essential to living a “good life,” and can take different forms for everyone.

In recent years, GoodLife’s media was previously handled by a mix of UM (which was named digital media AOR in 2017) and its own internal team (especially for broadcast or its reopening campaign earlier this year).

Other recent wins for Carat include second-hand fashion platform Vinted Marketplace.

With files from Chris Lombardo.