24 Hour Fitness Eyes Semifinals

24 Hour Fitness will trim its list of prospective agencies to no more than 10 shops next week, sources said.

The West Coast health-club chain is looking for an agency to handle the creative portion of its $25 million account. Among the Bay Area agencies that have talked with the company or sent credentials are incumbent Grey, Blazing Paradigm, Butler, Shine & Stern, Hoffman Lewis and TBWA\Chiat\Day.

Sources said a number of other California shops have also been in touch with the chain, including Campbell-Ewald/West in Santa Monica, Calif.

24 Hour has tentatively scheduled presentations for next month, said those familiar with the review. The company plans to break new ads next spring.

“They’ve been keeping this thing really quiet,” a source said of the review.

In the meantime, sources said the client is meeting with Grey to refresh its existing creative work. It could not be learned if those changes are connected to the review in any way.

Grey’s San Francisco office last month named Casey Jones president, succeeding Kieran Hannon [Adweek, Oct. 15].

The client could not be reached for comment.

Grey’s recent work for 24 Hour Fitness has featured Cindy Crawford and Magic Johnson. A recent series of print ads showed the two playing sports and riding stationary bikes.

Company sales were $911 million in 2000, up 24 percent from 1999, according to Hoover’s Online.

Grey has had the creative account for two years. It picked up media duties about a year ago in a review following the closure of incumbent Janik & Associates.

Also, the client recently hired Addis in Berkeley, Calif., for a brand-strategy project.

24 Hour Fitness is based in Pleasanton, Calif. It has approximately 3 million members in more than 430 clubs in 15 states and 11 countries.