Talking to seniors with sass.

Older people are an important and growing market for the fitness industry. But the category overall hasn’t learned to adapt to this new audience: its images are still dominated by too-young models paired with messages that ring with all the authenticity of a corporate motivational poster. And if there’s one thing seniors can spot from a mile away, it’s pretense.

When approached by a startup specializing in senior fitness, we offered an audacious direction: speak to seniors with the same sense of humor they use on themselves, and turn a perceived negative into a badge of honor. We created a name and logo with self-deprecating wit, and carried them through a full suite of materials designed to grab audience attention and fill fitness classes.