$5 Fitness was created for the BFit gym model. "Everything You Need for the Results You Want" sums up this new gym concept nicely: smaller scale gym, fast, & efficient. This direct mail campaign was initiated to drive members to the club for the low price of $5. The red "B pattern" in the background was inspired by wall graphics installed in the clubs interior. This pattern effectively brands the piece with the primary use of red as well as the use of the iconic "B". A variety of club imagery was used to target a young active audience. The imagery was customized even further and broken out into the specific amenities each market offered. This created multiple versions and an effective targeted campaign.