Wellhub Launches US Campaign to Promote Employee Benefits

Wellhub, formerly known as Gympass, has released its first brand campaign for the US market. The film features actor Terry Crews multiplied across different wellness settings to promote the company's employee benefits offering, with multiple versions of the actor doing yoga, pickleball, running, gym training and jiu-jitsu in a single production.

The film aims to make corporate wellness benefits appear accessible. According to Wellhub, the concept is designed to show wellness as a shared experience rather than an individual activity.

"He has reinvented himself and stayed motivated through all of it," says Leandro Caldeira, Chief Marketing Officer at Wellhub, in a statement.

"That is the mindset we want every employee to have access to, and exactly what Wellhub makes possible for companies that are ready to invest in their people the right way."

What the production required

The shoot used robotic cameras that could repeat movements to the millimetre, allowing several versions of Terry to appear in the same frame without green screen technology.

Each camera pass required precise timing. Crews performed different activities in the same physical space while the robotic arm captured identical angles and movements for each take.

Post-production was handled by AIR+ATOMO. The film was directed by Carlão Busato, who is Chief Creative Officer at production house Surreal Hotel Arts.

"I wanted the transitions to come from the body itself," says Carlão.

"Someone running past a gym leads us into a running scene. A jump becomes part of a dance sequence. A gesture evolves into a tennis swing."

The technology, he adds, "serves the human experience, not the other way around".

The employee benefits market

Wellhub offers employers a membership that gives staff access to fitness, mental health, therapy, nutrition and sleep services, but the benefits market for these products is competitive.

ClassPass, EGYM Wellpass and other firms sell similar services to HR teams. According to Wellhub, brand differentiation matters when product networks overlap.

The company works with more than 50,000 employers worldwide, with a network of over 100,000 gyms, studios and apps across multiple countries.

Check-ins on the platform went from 100m in 2022 to 1bn last year, according to the company. Wellhub says its users post 35% lower healthcare costs and 30% lower staff turnover compared with standard rates.

Terry was named Wellhub's Global Ambassador of Wellbeing in June, and has appeared at SHRM events and spoken to HR professionals about workplace burnout.

How benefits firms sell differently

Corporate wellness products typically market themselves using metrics such as absenteeism rates and insurance claims, but Wellhub's campaign focuses on connection and access instead.

The message positions wellness as a group activity rather than a solo task, suggesting that employees can find a community within the app's network.

Whether the campaign influences purchasing decisions remains unclear. HR and finance teams evaluate corporate wellness based on utilisation rates and cost per employee, not creative execution.

But, in a category where platforms resell access to the same gyms and apps, products can become near-identical.

That makes brand one of the few areas where differentiation is possible. The harder task is persuading employees to use the benefit rather than ignore it, because unused memberships become budget cuts during financial reviews.

A campaign employees want to watch could serve both audiences. It may make the product more appealing to buyers and encourage staff to activate their membership.