March 10, 2008, Chicago, IL –– After nearly 40 years in the fitness industry, global leader Life Fitness has revamped its image to reflect a shift in strategic focus.    Though the local company has been a world leader in fitness equipment for decades, this marks its first collaboration with an advertising agency of record.  The company worked with The Monogram Group, a Chicago-based agency, to create a new worldwide campaign which now focuses on the company’s passion for helping people lead healthier lives.  Life Fitness launched the new campaign at the IHRSA Tradeshow in San Diego, CA, on March 5, 2008.

            According to Mark McCleary, VP of Marketing at Life Fitness, “We were looking to reinvent our company on a global basis, so it seemed like the right time to go in a new direction, and the market reacted very well.  The work that we did with Monogram reflected our extremely premium brand.”

            Scott Markman, Founder and President of Monogram Group, said, “Life Fitness came to us with great products that were in a high-end, but commoditized industry.  We were able to take what they stood for and turn it into a powerful brand statement that resonated with customers and consumers.”
    
       Celebrating its 19th year in business, The Monogram Group is an advertising agency that specializes in boldly repositioning brands. The agency has offices in Chicago and Charlotte, and its clients include Closet Works, Chicago Council on Global Affairs, Life Fitness, Outlook Window Fashions and theWit, a Doubletree Hotel.