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Olympians Join 24 Hour Fitness To Launch "We Are All Athletes" Integrated Marketing Campaign


Short Track Speedskater J.R. Celski and Alpine Skier Julia Mancuso Star in Television Spots Breaking February 12

SAN RAMON, Calif., February 12, 2010 - 24 Hour Fitness, the largest privately-owned U.S. fitness chain and the Official Fitness Center Sponsor of the 2010 U.S. Olympic and Paralympic Teams, today launched the latest iteration of its Olympic-themed integrated marketing campaign titled “We Are All Athletes,” starring U.S. Olympians, Paralympians and Team 24 Hour Fitness athletes Gretchen Bleiler, Rockne Brubaker, J.R. Celski, Chris Devlin-Young, Tucker Fredricks and Julia Mancuso.

The integrated “We Are All Athletes” campaign consists of broadcast, direct marketing, interactive events and in-club executions that show we all have goals and we can all celebrate accomplishments - whether it’s winning a gold medal in the Olympic Games or just finding time to walk for 15 minutes a day. 24 Hour Fitness celebrates the shared spirit that invites “everyday athletes” to be inspired by some of the finest athletes on the world stage, to find the potential within, that unites us all.

“The ’We Are All Athletes’ campaign continues to inspire people to believe there is an athlete within each of us” said Tony Wells, Chief Marketing Officer, 24 Hour Fitness. “Whether you’re an Olympian striving for a gold medal or an everyday athlete hoping to finish your first 5K, 24 Hour Fitness can help you reach your fitness goals.”

The :30 execution titled “J.R.,” features Celski as he reflects upon his harrowing accident on the ice at the United States Olympic Trials in Marquette, Mich. on September 12, 2009 - how it redefined his understanding of his own personal goals and how the experience has helped redefine himself. In “Julia,” Mancuso uses her Olympic gold medal experience from 2006 as an example that anything is possible by believing in and continuing to push yourself.

“Filming the 24 Hour Fitness commercial was such an amazing experience,” said Celski. “My goal heading into Vancouver was simple - win Olympic gold. However, after my accident my goal was to walk again. I’m hopeful my story will inspire others that with hard work and dedication, the possibilities are endless.”

The campaign will run throughout the 2010 Olympic Winter Games with the broadcast spots appearing on NBC in select markets, in 24 Hour Fitness’ more than 400 clubs and online at


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