Legacy Marketing

about us

what we do

our work



legacy live


One characteristic setting Millennials apart from other generations is their value of health and wellness. The generation focuses more on exercise and healthy eating habits than those previous. For Millennials, “healthy” isn’t defined by “not sick” but rather a daily commitment to healthy habits (only 14% report being able to exercise but choosing not to). They have even taken other standard “Millennial characteristics” and worked them into wellness endeavors thus booming and changing the industry – the fitness market is in an upward trajectory that Mintel expects to reach $30 billion in revenue by 2021.

Fitness Trackers. Being the first digital natives, Millennials (and Gen Z) account for 69% of fitness wearable owners. Fitness trackers including Fitbit, Jawbone, Garmin and Nike Fuelband represent the largest category of wearable technology. Digital integration into fitness doesn’t end there. Millennials use the 8,000+ health and fitness apps twice as much as the average of other generations.

Boutique Fitness Classes. Millennials have been abandoning traditional workouts and gym memberships in favor of specialty class-centric studios at an alarming rate. Think SoulCycle, Barry’s Bootcamp, Pure Barre and Corepower Yoga. Why? 72% of Millennials think gym memberships are too expensive and, while not a cheap alternative, boutique fitness studios offer flexibility and a social scene previously unassociated with workouts. There’s camaraderie in a studio where you’ll frequently hear “we missed you yesterday” after a skipped workout that you just don’t get when logging miles on a treadmill with headphones in. These studios are so popular third-party companies, like Class Pass, have emerged offering services to bounce between classes and locations. Because of Millennials’ affinity for specialty studio classes, traditional gyms have had to adapt and are now starting to offer boutique-esque classes in-house.

Experiences. Spending money on experiences rather than physical possessions is a major trait of the Millennial generation. Fitness is no exception. So, companies have become quite creative and started offering experiential exercise services. Debuted in Canada and expanded into Chicago and Phoenix, Mermaid aquafit classes give clients a rigorous workout while fulfilling their sparkly, monofin dreams. Mintel reports that 35% of Canadians have or are interested in experiential fitness events, so, while Mermaid Fitness is a unique offering, the concept of alternative fitness opportunities is not.

At Legacy, we take these trends to heart…and the field, court and track.

Wellness Warriors. A diverse group of Legacy employees bound by their passion for health, fitness and overall wellness. Not just any kind of Warrior, but one that balances a hectic work schedule and maintaining a healthy lifestyle. Legacy is all about showcasing passion for all we do, for the well-being of the agency and our clients. Day to day, our Wellness Warriors keep a close eye out for the next hip new health trend. From conference room workouts with the Tone It Up Girls (yes, boys included) to gathering the whole agency for a 5k race or an intramural sport, we do it all.

Climbing the Willis Tower? You bet, and the view at the top is a little sweeter with some sweat.

Barry’s Bootcamp? We were there for the opening week.

Oh, SoulCycle is a new trend? Half the spinners were our Warriors.

Race to Wrigley? Shamrock Shuffle? See you at the finish line.

Nike workout? Duh, we have a connection.

Interagency soccer league? Legacy FC played in the championship game.

We realize not everyone is passionate about the same thing, so how do the Wellness Warriors tailor to everyone’s interests? With things like healthy Super Bowl appetizer alternatives, low carb cocktail recipes and Tuesday night bowling leagues – at Legacy the sky is the limit when it comes to integrating the latest health trends, workouts, local gyms and pop-up events into our culture.