Horizon launches customer-first marketing strategy

Facility operator, Horizon Leisure, has revealed a new marketing strategy which spotlights customers as the “true faces of the brand”.

Alexandra Pinhorn, Horizon’s Marketing Manager, said: “In an era where many images are created – or enhanced – with AI, showcasing authenticity is vital to our brand.

“By prioritising honest relationships, we adopt realistic expectations about body diversity and celebrate what our customers actually look like, making fitness approachable, not intimidating. By April 2025 Horizon Leisure’s promotional materials will exclusively feature members.”

The initiative looks for customers to represent Horizon Leisure in photoshoots, social media content, digital advertisements and more. Beyond being a visual representation, participants also share their stories, highlighting what Horizonmeans to them and how facilities managed by Horizon supports their wellbeing journey.

“Professional modelling experience is not required,” Pinhorn adds. “In fact it’s preferred participants aren’t models. The focus is on personality, rather than perfection. Participants commit to at least four photoshoots per year, each earning them a month’s free membership.”

“We’ve loved collaborating with our customers; the content has truly blown us away and the feedback has been incredible. Our campaigns now celebrate diversity, featuring people from a range of backgrounds, ages and interests.

“By showcasing real faces and real stories, we’re fostering a sense of belonging among existing members while appealing to potential ones.

“This approach goes beyond aesthetics; it builds trust, relatability and loyalty.”