Brokaw Pumps Up Fitness Experience

CHICAGO The Fitness Experience, an exercise equipment retailer based in the Midwest, has named Brokaw its lead advertising agency, according to the shop.

The independent Cleveland agency has already created a radio campaign featuring fitness guru Stanley Fitko, positioning the chain as the solution to problems like outdated equipment, poorly informed salespeople, the challenge of staying motivated and love handles.

“The Fitness Experience has redefined the specialty fitness category by providing customers with unmatched knowledge and personal attention to help them achieve desired results,” said agency president and CEO Bill Brokaw in a statement. “We’re delighted to be their marketing partner and bring the Fitness Experience brand to life in a way that defies traditional advertising for this category.”

Billings and contenders in the review were not disclosed. The Elmhurst, Ill.-based company spent $2 million on advertising last year, according to Nielsen Monitor-Plus. The company has 36 stores in Illinois, Indiana, Michigan, Ohio and Wisconsin.