Nautilus “Bien” Plus asserts itself with a new campaign

This fall, Nautilus Plus is launching a new advertising platform called Nautilus bien plus. Created by Macadam, this campaign highlights that Nautilus Plus is more than just a fitness center — it is a company dedicated to sustainable health, overall well-being, and personalized support.

Putting credibility first

While many competitors rely on spectacle or quick promises, Nautilus Plus has chosen a different approach. The Bien plus platform positions the company as a credible ally, grounded in reality and committed to people who want to progress at their own pace, continuously and sustainably.

“We wanted to move away from fitness clichés and bring the message back to what we truly do at Nautilus Plus: guiding people, giving them the right tools, and supporting them in the long term. More than memberships, we offer a relationship. A method. A vision of sustainable health,” says Karine Larose, Director of Communications and Marketing at Nautilus Plus.

The campaign embraces a clean aesthetic and everyday moments, far from performance stereotypes. “With Bien plus, our goal was to build a language that feels simple, credible, and distinctive. The visual treatment highlights faces, emotions, and stories,” explains Stéphane Jean, Creative Director at Macadam.