Life Time

Creating a brand that inspires employees.

The Challenge

Life Time lacked an elevated internal brand that supported the growing Human Capital department’s needs.

The Solution

Build an internal brand that helps engage with current employees on a deeper level, establishes a community, and allows people to see their career path at Life Time. The internal brand supported Life Time’s promise, grow the organization’s reputation, and help attract prospective employees.


The Need: to motivate, recognize and inspire employees.

As a health and lifestyle company that employs over 36,000 people, Life Time focused their branding efforts on customer-facing opportunities. This left many team member feeling disconnected.

The needs of the HR departments were vast. They certify new Team Members, execute over a million learning activities, handle 90,000+ calls from employees, manage 1,000,000+ visits to the career site, and hire 27,000+ Team Members each year. They play a massive role in Life Time’s ability to function at a high-level.

The organization needed tools to communicate effectively with employees.

Creating a robust internal culture leads to attracting and retaining top talent.

Strength: Brand Perception

Life Time has solid brand recognition nationally. LT employees express a strong desire to be part of a high-performance, industry leading organization committed to helping others live healthy lives.

Opportunity: Internal Communication

Leaders of Human Capital recognized that a more impactful story, better materials, and stronger messaging would help them communicate the brand’s promise, outline each team member’s career potential, and improve the tools that promote team engagement.

The Strategy: Champion employees to inspire healthy, happy lives.

Leadership uncovered core values, that identify a successful team member: Belief in the Mission, Pursuit of a Healthy Way of Life, Performance-oriented, Caring,  and Embraces Change. A critical insight from surveyed team members was that they “want to be challenged in an environment that gives me a sense of fulfillment in helping others live a healthy life.”

Implementing a team member strategy within the Life Time guidelines to create a cohesive internal message that give team members a sense of community and belonging.

Life Time Now Stands For


Celebrating people and their impactful role on the Team

The internal team brand is strategically implemented and executed in recruiting, training, educational materials, team member brand photography, internal team social media channels, the career website, and in-house branded signage and graphics at Life Time HQ.