With 15+ years defining the high-end personal training space and a 90%+ client success rate, Ultimate Performance has built its reputation on a science-backed, holistic methodology.
For Menopause Awareness Month, UP tapped ALLY to lead its most ambitious women's health campaign yet. From naming to execution, ALLY shaped "Stronger, for Life" - a campaign repositioning strength training as essential - not optional - for women navigating perimenopause, menopause and long-term wellbeing.
CHALLENGE & APPROACH
Ultimate Performance has long coached women across all life stages - but much of the brand's external communication had historically centered on male performance and transformation. "Stronger, for Life" set out to change that: clearly positioning strength training as essential for women navigating perimenopause, menopause and long-term health.
ALLY embedded as an extension of UP's global team, integrating fully across social media, email marketing, events, press and brand marketing. Our role: shape the overarching narrative, align UP trainers & expert voices with real client transformations, and ensure messaging consistency across every channel.
REAL CLIENTS AT THE CENTRE
"Stronger, for Life" put real women front and center. UP clients from around the world - late thirties to sixties - brought the campaign to life with authentic stories of strength, resilience and transformation during perimenopause and menopause.
ALLY worked with UP's team to craft each narrative for the right format: social content, press materials, hero videos and campaign landing pages. Many participants also amplified their stories through personal channels, organically extending the campaign's reach.
NETWORK-LED AMPLIFICATION
ALLY didn't just activate existing networks - we built new ones. Through a rigorous vetting process, we identified strong female business leaders and wellness voices in London and Los Angeles to amplify "Stronger, for Life." None were UP clients yet. All had credibility, cultural relevance and influence where it mattered.
Our "Circle of Influence" approach guided the selection: nano and micro creators with real local impact, whose followers include high-profile names relevant to the brand. Reach mattered less than resonance. Many of these voices operate within highly connected wellness and lifestyle circles, creating natural links into broader cultural networks connected to figures such as Dr. Barbara Sturm and Miranda Kerr. Melissa Meyers, LA-based lifestyle expert and wellness advocate for women 50+, was a standout example of this strategy in action.
EXTENDING THE CAMPAIGN THROUGH LIVE PANEL EVENTS
The campaign extended beyond screens and headlines. ALLY helped produce intimate panel events in both London and Los Angeles - conversation-driven formats designed to explore women's health and menopause in a credible, relatable setting.
In LA, ALLY was on site for hosting and execution, curating the guest list through our network - including key publishers like Genlux Magazine and outreach to women's leadership community CHIEF. ALLY also managed all pre- and post-event social content, extending reach and engagement beyond the events themselves.
RESULTS AND LASTING IMPACT - THE RIPPLE EFFECT ALLY SET IN MOTION.
Social Performance: Within the first weeks alone, the campaign reached over 85,000 accounts and generated more than 700,000 video views - driven by organic content and community sharing. Numbers continue to climb. The highest-performing content centered on real client stories and expert insights, sparking meaningful audience interaction and conversation around strength training in midlife.
Press & Editorial: Impact Media outreach generated 350+ pickups with an estimated reach of 60+ million. But the real win: relationships that extended far beyond Menopause Awareness Month. Coverage continued well into the new year, including a four-page feature in Women's Fitness UK launching a monthly column for UP's Head of Women's Health - timed perfectly for peak client acquisition season in January. Women's Health US followed up to feature three UP clients navigating perimenopause and menopause. And a major Telegraph piece brought the campaign's core message to a mainstream UK audience - chronicling one woman's 11-week transformation at 50, and the shift from outdated diet culture to strength-based training.
Business Results: Beyond reach and impressions, the campaign moved the needle where it matters most. Former female clients returned to UP. Women who had been on the fence - unsure if UP was right for them - signed up. And new enquiries from the midlife demographic reinforced Ultimate Performance's position as a credible, long-term partner in women's health.
SILKE HENSEL
Chief Marketing Officer at Ultimate Performance
“ALLY integrated incredibly quickly. Within a week, they felt like an extended part of the UP team rather than an external agency. What stood out most was how intuitively they understood our values and the responsibility that comes with a women’s health campaign. They asked the right questions, worked with care and respect, and brought a collaborative mindset that made the partnership feel seamless from day one.”