Mountainside Fitness

Services: Public Relations, Advertising, Marketing

The Client

Mountainside Fitness is one of the largest privately-owned fitness companies in the country. With 16 luxury locations spread across metro-Phoenix, Mountainside delivers the sophistication, resources and expertise of an advanced training facility paired with the friendliness of your neighborhood gym.

The Objective

After handling the brand’s public relations for many years, we faced a new challenge: to develop a multimedia ad campaign and set out for our own ‘personal best.’

The Strategy

We thumbed our nose at three stale fitness industry conventions — judgmental, negative reinforcement messages like shirt buttons busting open, people smiling wide for the camera while doing a biceps curl and the stereotypical middle-aged parent “keeping up” with their kids. Instead, we dug into the product itself and asked “why else do people work out? What else brings them joy outside the gym?” This line of thought led us to the “what’s your goal” concept which was executed on television, radio, print and outdoor.

The Results

Mountainside was so pleased with how the campaign turned out they re-purposed the headline into an unofficial corporate tagline, using it throughout their stores. All these efforts eventually contributed to a 35% increase in members.


“When you work with a partner as long as we have with Decibel Blue, you really learn what they’re made of. Through thick and thin, over the years their team has been nothing but loyal, responsive and imaginative. Whether securing media to help launch stores and sustain traffic or developing an ad campaign that captured the essence of our brand in just three words, Decibel Blue has been a pleasure to work with.”

– Billy Malkovich, Chief Executive Officer, Mountainside Fitness