Burn Boot Camp Launches ‘Confidence Campaign’ to Boost Membership

New members can join in on the brand’s four-week challenge, emphasizing self-confidence and community

A workout isn’t just about finishing one rep or beating a time record. According to Burn Boot Camp, it’s about the mental strength you gain from physical exertion and carrying that confidence into every aspect of your daily life.

With its new marketing campaign and fitness challenge, “Confidence Takes Reps,” Burn Boot Camp emphasizes mental strength just as much as physical strength, encouraging members to better themselves in every way.

From September 2 to September 27, members can take part in the “Confidence Takes Reps Challenge,” which includes components of fitness, nutrition, and recovery. During this time, locations are also offering trial periods at a discounted rate for new members.

Eryn Pittsonberger, Burn Boot Camp’s Brand Director, says the campaign shows that the fitness brand is more than just a place to work out; it’s a community hub.

“The Confidence Takes Reps campaign amplifies brand awareness by showcasing what sets us apart: the confidence our members gain through their workouts,” Pittsonberger told Athletech News. “This approach not only differentiates Burn Boot Camp from other fitness brands but also fosters a strong, inclusive community where everyone feels empowered. It reinforces our brand mission and spreads awareness through powerful transformations, both inside and outside the gym.”

Burn Boot Camp was founded in 2012 by entrepreneurial couple Devan and Morgan Kline. The brand expanded to franchising in 2015 and now has over 350 operating locations across the U.S. Known for its 45-minute workouts, the brand provides alternating strength and conditioning workouts for its members, focusing on core strength, full body strength, and metabolic conditioning.

With a staff that’s over 60% female, it’s one of the few female-led fitness companies in the industry, now led by co-founder and CEO Morgan Kline and Chief Operating Officer Amber Burke. About 98% of the brand’s locations will be participating in the “Confidence Takes Reps” campaign.

“We’re shifting the focus from how you look to how you feel, emphasizing that the strength you build in those 45 minutes isn’t just about muscles—it’s about the courage, resilience, and confidence that ripple through every part of your life,” Pittsonberger said. “At Burn Boot Camp, those moments on the floor are about more than just a workout—they’re about empowering you to take on the world with a newfound sense of purpose and strength.

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