Exit Pans Pain for Larry North Fitness

DALLAS Exit uses photographs that exaggerate people’s aches to promote Larry North Fitness’s pain-free philosophy about exercise.

The Little Rock, Ark.-based agency’s effort features a variety of sore exercisers having trouble with mundane tasks. One has copy that reads “shifting” with a photo of a man presumably having trouble shifting gears in a car. Others have copy that reads “pulling up socks” or “rubbing dog’s belly.” The work features the line, “Gain without pain,” the logo and a local phone number for the gym.

Direct and point-of-purchase begin next month in the fitness chain’s markets of Miami Beach and the Texas cities of Dallas, Houston, Rockwall, Southlake and Fort Worth. Print will run in Houston and Miami Beach and outdoor in Houston and Rockwall.

Larry North Fitness, which has six locations, is one of the shop’s first clients. Shawn Solloway, the former creative director at Forza Marketing, formed the shop in January after Little Rock-based Forza closed its doors the month before. The client was briefly with Forza prior to its demise. Billings are undisclosed.