Hi, I work for an athletic club located in a metro area (Downtown Athletic Club in downtown Eugene, Oregon). It’s a private club with a very traditional image and older membership. We are trying to come up with a slogan or tagline that appeals to the downtown employee, probably younger and breaks down the perception that we are elitist and too expensive, without saying, “Hey, we’re cheaper than you might think.” We often hear people say, “We never even asked what membership rates were because we figured we couldn’t afford it.”

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Jay’s Answer: 

• The (Strong) Heart of Eugene
• Fitness For Everyone
• Fitness For Every Body