The “You Belong Campaign” was constructed to address the various reasons an individual may have for joining a health club. Since this is a “membership” based business, it was important to demonstrate all of the physiological and psychological benefits of belonging to the brand. The campaign also addresses the various stage in one’s lifecycle where belonging to the brand “tribe” still makes sense. These are the “muses” for the campaign and their unique reasons for belonging to the brand. The brand story is life is better when you belong.