Dive Brief:

• Target and Life Time Fitness have formed a partnership to offer exercise classes and gear at Life Time clubs. 

• They’re calling the program the “C9 Challenge," after Target’s C9 line by workout apparel company Champion. The 39-minute lunchtime-friendly workout class was developed by Life Time experts and Target’s C9 brand ambassador, Adam Rosante, who wrote “The 30-second Body: Eat Clean. Train Dirty. Live Hard.”

• Target’s C9 Champion gear will be available and promoted in a variety of ways at Life Time locations.

Dive Insight:

Rosante’s workout is designed to achieve a full-body workout in a compact amount of time — much like Target’s C9 Champion line is designed to be performance athletic gear at a lower price point.

This is a brilliant marketing move for Target, which has carried its exclusive-for-Target C9 line of Champion gear for years, well before the fitness-clothing trend exploded. This program gives Target’s fitness line a big profile outside of stores that will carry back to stores, just when athletic gear and alth-leisure apparel are booming.

“This new Life Time class smashes the notion that you need to spend lot of time at the club to get a solid workout,” said Rosante. “We all want to look good and feel great in class, and Target’s exclusive line of C9 Champion activewear can deliver that at a great price without sacrificing on performance.”