The beloved, full-body workout [solidcore] has run its Solidays campaign since 2022, an annual challenge that has become highly anticipated among clients and members. For holiday 2024, [solidcore] sought to drive a change in the behavior of its visitors, in addition to breaking its own records.
In order to change our visitors’ behaviors, we knew we had to craft a challenge unlike one [solidcore]'s devoted following had ever seen.
We sought to develop a structure that guaranteed guests prizes if they hit a goal, versus a raffle system. We also aimed to entice guests with a prize that was a physical, wearable item–differentiated from an added experience or discounted promotion.
[solidcore]’s 2024 The Solidays Challenge–which ran between December 5th and 19th–asked participants to take 50 minutes for themselves during the busiest time of the year to recharge and grow stronger.
Those who participated in 6 classes during that timeframe were rewarded with a full-size Tower 28 SOS spray, a viral soothing toner spray, and a T28 x [solidcore] towel, while those who completed 10 classes received a limited-edition [solidcore] hoodie, a Solidays exclusive that wasn’t available for purchase.
During the challenge, [solidcore] saw incredible demand for its highly-coveted sweatshirt that its schedules reached beyond capacity – so much so that devotees and even its CEO Bryan Meyers couldn’t book a class before 9:30pm. To cater to the overwhelming demand, [solidcore] increased its class schedules by over 2,000 classes, even creating a class as early as 4:15am for the most dedicated in certain markets.
The 2024 Solidays Challenge became [solidcore]’s first challenge to combine record-breaking participation, revenue, and social media engagement while maintaining exceptional studio utilization rates, including:
