Before & After and After put an honest twist on traditional fitness club/diet program advertising. Sofa allowed us to list major equipment and facilities improvements in an interesting way. Mussels and Flowers worked to communicate the club’s range of social, esthetic, and alternative medical services. Dumbells and Love promoted the employees as well as the ever-improving programs and facilities. No Sex and Boasting explored relevant points of uniqueness for the Adelaide Club brand. Finally, we felt the Club's 25th anniversary was a momentous enough occasion to justify an advertised price promotion. With Stoop and Lost Weight, we made sure that even this creative was done in typical Adelaide Club fashion.

In the critical first two months of 1997, new member sales were up almost 40% over last year. For the first fiscal year in which the campaign launched, new membership sales were up more than 45%. By the end of 1998, net membership had risen more than 25%. Revenue grew even more strongly than membership, largely because through this new brand-building effort, The Adelaide Club has avoided (almost always) the industry-standard price promotion.

Success continues as the Adelaide Club approaches capacity.