24 Hour Fitness Names Direct Partners for New Integrated Marketing Program.

Business/Editors

PLEASANTON, Calif.--(BUSINESS WIRE)--Jan. 28, 2002

Result of extensive, multi-agency review including Suissa Miller

LA, Donat Wald LA, Brainsaw Santa Ana and Attik SF

24 Hour Fitness, the leading global health and fitness chain, today announced Direct Partners will spearhead their integrated marketing program. The program is designed to launch 24 Hour Fitness' new brand positioning, accelerate consumer acquisition and enhance member relationships.

Led by Direct Partners, the program represents the introduction of a new brand direction, developed by 24 Hour Fitness and Addis Group, the company's branding agency. Direct Partners' efforts will primarily involve the development of television advertising and interactive solutions. Beginning in 2002, the program is expected to be supported by an estimated $25 million budget. The new marketing campaign will continue to feature Cindy Crawford and Magic Johnson and use the tag line, "It's the way we make you feel."

"Our mission is to establish 24 Hour Fitness as the preeminent global health and fitness brand in the U.S.," said Linell Killus, senior vice president for 24 Hour Fitness, USA. "Going forward, we have asked Direct Partners and Addis to provide strategic direction for the brand and to coordinate this effort in conjunction with other planned marketing activities."

Summarizing this program, Killus noted that "undertaking the planned integrated approach will add synergies and weight to the 24 Hour Fitness message and provide cost efficiencies. "

"We're excited to be leading such an important effort," remarked Wes Nichols, managing partner for Direct Partners. "Our uniquely strong expertise at subscription acquisition and retention, carefully balanced with brand-centered creativity, is the right formula for this exciting brand. Our enthusiasm, experience and creativity will definitely create the one look, one feel and one brand 24 Hour Fitness is striving to achieve."

ABOUT 24 HOUR FITNESS, USA Inc.

Headquartered in Pleasanton, California, 24 Hour Fitness USA Inc., serves more than 1.5 million members in 289 clubs located in fifteen states. 24 Hour Fitness is committed to making fitness accessible and affordable to people of all fitness levels. Supporting the communities it serves, 24 Hour Fitness sponsors many charitable events and organizations including Special Olympics and the Magic Johnson Foundation. Please call 1-800-204-2400 or visit www.24HourFitness.com for membership information and to find the location nearest you.

ABOUT DIRECT PARTNERS

Direct Partners is a full-service, brand-centric one:one marketing firm specializing in breakthrough creative solutions that generate 100% accountable marketing. A partner to many high-profile brands as well as successful category launches, Direct Partners develops strategic customer acquisition and profit maximization solutions for clients like EarthLink, E*TRADE, Disney, Pfizer, Intuit, Palm, XM Radio, and numerous other high profile brands. Headquartered in Marina del Rey, California, Direct Partners has full service offices in San Francisco, New York and London.

Direct Partners is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.