Feb. 9, 2010


Olympians Join 24 Hour Fitness To Launch

"We Are All Athletes" Integrated Marketing Campaign

Short Track Speedskater J.R. Celski and Alpine Skier Julia Mancuso
Star in Television Spots Breaking February 12



COLORADO SPRINGS, Colo.– 24 Hour Fitness, the largest privately-owned U.S. fitness chain and the Official Fitness Center Sponsor of the 2010 U.S. Olympic and Paralympic Teams, will launch on February 12, the latest iteration of its Olympic-themed integrated marketing campaign titled "We Are All Athletes," starring U.S. Olympians, Paralympians and Team 24 Hour Fitness athletes Gretchen Bleiler, Rockne Brubaker, J.R. Celski, Chris Devlin-Young, Tucker Fredricks and Julia Mancuso. 


The integrated "We Are All Athletes" campaign consists of broadcast, direct marketing, interactive events and in-club executions that show we all have goals and we can all celebrate accomplishments – whether it’s winning a gold medal in the Olympic Games or just finding time to walk for 15 minutes a day. 24 Hour Fitness celebrates the shared spirit that invites "everyday athletes" to be inspired by some of the finest athletes on the world stage, to find the potential within, that unites us all.


"The ‘We Are All Athletes’ campaign continues to inspire people to believe there is an athlete within each of us" said Tony Wells, Chief Marketing Officer, 24 Hour Fitness. "Whether you’re an Olympian striving for a gold medal or an everyday athlete hoping to finish your first 5K, 24 Hour Fitness can help you reach your fitness goals."


The :30 execution titled "J.R.," features Celski as he reflects upon his harrowing accident on the ice at the United States Olympic Trials in Marquette, Mich. on September 12, 2009 – how it redefined his understanding of his own personal goals and how the experience has helped redefine himself.  In "Julia," Mancuso uses her Olympic gold medal experience from 2006 as an example that anything is possible by believing in and continuing to push yourself.


"Filming the 24 Hour Fitness commercial was such an amazing experience," said Celski. "My goal heading into Vancouver was simple – win Olympic gold. However, after my accident my goal was to walk again. I’m hopeful my story will inspire others that with hard work and dedication, the possibilities are endless."


The campaign will run throughout the 2010 Olympic Winter Games with the broadcast spots appearing on NBC in select markets, in 24 Hour Fitness’ more than 400 clubs and online at


About Team 24 Hour Fitness

Six U.S. Olympic and Paralympic hopefuls for the 2010 Games: snowboarder Gretchen Bleiler, pairs skater Rockne Brubaker, short track speedskater J.R. Celski, Paralympic skier Chris Devlin-Young, speedskater Tucker Fredricks and skier Julia Mancuso, have joined Team 24 Hour Fitness as they strive toward making the 2010 U.S. Olympic and Paralympic Team and medaling this winter at the 2010 Olympic and Paralympic Winter Games in Vancouver.  As members of Team 24 Hour Fitness, these athletes will appear in the brand’s Olympic integrated marketing campaign, make promotional appearances at local clubs, and develop signature workouts for members that will be available in-club and online at and on the company’s youtube channel at The Olympic Games are a strong part of 24 Hour Fitness’ DNA and a number of their signature athlete partners are also Olympians – Magic Johnson, Andre Agassi, Shaquille O’Neal, and Lance Armstrong.


About 24 Hour Fitness

Headquartered in San Ramon, Calif., 24 Hour Fitness, an innovative leader in the health and fitness industry, serves more than three million members in more than 400 clubs. Founded in 1983 as a one-club operation, 24 Hour Fitness pioneered the concept of making fitness accessible, affordable and a way of life for everyone. The company demonstrates its leadership through sponsorships like that of the U.S. Olympic Team and a commitment to the community through various charitable and in-kind donations. In addition, 24 Hour Fitness enjoys strategic partnerships with major consumer brands like Coca-Cola and Everlast and for nine seasons has partnered with NBC’s popular reality TV show, "The Biggest Loser." Please call 1-800-224-0240 or visit for more information and to find the location nearest you.


About the U.S. Olympic Committee

The United States Olympic Committee (USOC) is recognized by the International Olympic Committee as the sole entity in the United States whose mission involves training, entering and underwriting the full expenses for the U.S. teams in the Olympic, Paralympic, Pan American and Parapan American Games.  In addition to being the steward of the U.S. Olympic Movement, the USOC is the moving force for support of sports in the United States that are on the program of the Olympic, Paralympic, Pan American and Parapan American Games.


For more information, please contact the USOC Communications Division at (719) 866-4529 or visit Follow us on Twitter and Facebook.