Our community of Members, athletes, and guests show tremendous strength in their pursuit of a lifelong commitment to being active. ​We’re here to help you in this pursuit of being courageous with your mind and body – forever swimming, forever running, forever weight lifting, or whatever activity moves you. Here you can discover or even rediscover your forever after so you can keep getting stronger, and living better. Welcome to our NEW Tagline: The meaning behind the tagline: The words are intentionally lower case to exude an approachable and casual vibe, allowing us to connect easier with our target market. The period separates each statement, acting as an element to support the brand attributes of being steadfast, dedicated, and decisive. The tagline is ultra-flexible: It conveys our message to our target audience that we know they care about and understand. The words “active” and “strong” derive from our member spotlight stories, customer comment cards, and social media engagement. It’s easy to say and easy to remember. It delivers on our key facility attributes, values and benefits. The word “strong” can be played with and flexed out for various other aspirational and descriptive words depending on what program or service offering we are communicating. What this means to you? The tagline is another way for each of us to love and live our brand attributes, celebrate it, and share it with others to inspire them. We’d also love your help launching our new tagline by commenting, liking or sharing it when you see it on our social media channels. #foreveractiveforeverstrong