new gtlds LifetimeFitness.com Now Using Lifetime.Life

[News]

Life Time Fitness, a large health club and fitness business with 127 locations across the United States and Canada, has changed its url. The company is now forwarding LifetimeFitness.com to LifeTime.Life. If you visit LifeTimeFitness.com, you will be forwarded to the new url. The company also announced it will be using the lt.Life domain name as well...

Read More

 

[creataweb]

You are right they are not breaking any laws, but its very STUPID and Market will punish them accordingly.

Agreed, totally stupid.

 

[Furquan]

Agreed, Most of guys who stick with .com only get some pain in there ..... And even some stupid become Market legend and call this move destruction of company but hey tell me, who better know company?

The company board of director our the so called market legend here!

But,

If they have bought lifetime.com or fitness.com and wasted there million dollar for a .com name all of this so called market legend call this move one of the best move by any company of the year.

In my opinion (I might be 1000% wrong) it's one of the best strategy of this company as not only they able to save million dollar but also they got a cool memorable, brand name.

 

[Kate]

Not fond of this rebranding too, the name is just redundant, this move doesn't bring added value imo. Looks like a fad or a poor attempt at shortening their name just for the sake of it.

Meanwhile at Dynadot:
lifetime.fit Available $25.99

And lifetime.fitness is taken, parked for sale. Registered two years ago.
Yes, there is a .fitness TLD...
Probably they could even challenge this name at UDRP.

 

[dordomai]

wow. more propaganda.

seriously how can even a nGTLD investor think this to be a good choice?

The name is harder to understand and repeats life twice, looks unprofessional.

This does not show that new extensions are getting more popular, it shows that marketing departments still don't understand domains and can make very stupid decisions.

 

[dordomai]

Not sure how that is really an upgrade. The domain seems redundant using life twice.
Seems like a pointless branding decision.

Brad

it is obviously a downgrade.

 

[hookbox]

The name sucks but I understand why they did it. LifetimeFitness.com is a name that targets fitness and gym type things. Now Lifetime is a magazine, yoga, pilates, spa, cafe, health foods etc.....so they are trying to expand their brand beyond just fitness. Should have thought it out more but I get where they are trying to go with it.

 

[Brands.International]

The change makes perfect sense to me and good branding IMO. Life Time is their registered TM, they are dropping fitness because they're much more than just your regular fitness center. One good look around their site shows why .life is a great match for them. BTW - Life Time in .com is taken so they have insight to launch on a newer G.

From their site:

Our Promise
We're much more than fitness.
As Life Time® expands from our original beginnings in fitness into a wide range of businesses that fulfill our complete Healthy Way of Life mission and vision, Life Time is establishing itself as the global leader in the Healthy Way of Life category and as a true lifestyle brand.

We offer more than fitness; we help people change, get healthier, reach new goals and do things they love. We are champions for healthy, happy lives.

Exactly that, 100% agreed

 

[Acroplex]

Bad domain rebranding, and unnecessary to begin with: they had (have?) the perfect domain.

But it gets funnier: LifeTimeLife.com is owned by Time/Life publications.

 

[JB Lions]

The company board of director our the so called market legend here!

Now, will be legendary dumb. Yes, big companies do stupid things. Some continue to do so. Let's go back to an example used earlier. Overstock.com.

Tried to rebrand as o, o.co. Their name implies they sell only overstock, leftover type stuff. They did, they also sell brand new stuff. Saw a commercial from them last week, literally explaining that they sell new stuff. So in 2017, they still have to explain their name.

vs.

Wayfair. A company that had a bunch of niche sites, went under the name CSN Stores. I know because I had lots of them on my site via affiliate marketing. They consolidated all the stores and picked a new name. You might have heard of them or seen their commercials on TV, Wayfair.

That's what Overstock should have done. Not o, o.co, not doing commercials still explaining their bad name.

Lifetime Fitness is in Overstock territory. Didn't think things thru, somebody high up is not that smart. Actually many people for it to get this far.

And it's funny seeing people, I can tell are either lying or just have no clue whatsoever on marketing, thinking this was a good move.

Found the commercial, staying with a name that is holding them back.

 

[ben pedri]

 

[arjun29]

Why people do such things !

 

[Peak.Domains]

The change makes perfect sense to me and good branding IMO. Life Time is their registered TM, they are dropping fitness because they're much more than just your regular fitness center. One good look around their site shows why .life is a great match for them. BTW - Life Time in .com is taken so they have insight to launch on a newer G.

From their site:

Our Promise
We're much more than fitness.
As Life Time® expands from our original beginnings in fitness into a wide range of businesses that fulfill our complete Healthy Way of Life mission and vision, Life Time is establishing itself as the global leader in the Healthy Way of Life category and as a true lifestyle brand.

We offer more than fitness; we help people change, get healthier, reach new goals and do things they love. We are champions for healthy, happy lives.

Your sarcasm was so dry I almost thought you were serious, well played!

 

[HotKey]

The extension makes sense, the branding does not. As others have pointed out, it's redundant. Bravo on them for taking the leap though. Isn't that what life is all about?

 

[JB Lions]

Your sarcasm was so dry I almost thought you were serious, well played!

I can't tell if your post was sarcasm because mad was 100% serious.

 

[Peak.Domains]

I can't tell if your post was sarcasm because mad was 100% serious.

Oh... my bad...

 

[JB Lions]

Oh... my bad...

Sometimes their "reasoning" is so over the top, it's hard to tell.

 

[hookbox]

Now, will be legendary dumb. Yes, big companies do stupid things. Some continue to do so. Let's go back to an example used earlier. Overstock.com.

Tried to rebrand as o, o.co. Their name implies they sell only overstock, leftover type stuff. They did, they also sell brand new stuff. Saw a commercial from them last week, literally explaining that they sell new stuff. So in 2017, they still have to explain their name.

vs.

Wayfair. A company that had a bunch of niche sites, went under the name CSN Stores. I know because I had lots of them on my site via affiliate marketing. They consolidated all the stores and picked a new name. You might have heard of them or seen their commercials on TV, Wayfair.

That's what Overstock should have done. Not o, o.co, not doing commercials still explaining their bad name.

Lifetime Fitness is in Overstock territory. Didn't think things thru, somebody high up is not that smart. Actually many people for it to get this far.

And it's funny seeing people, I can tell are either lying or just have no clue whatsoever on marketing, thinking this was a good move.

Found the commercial, staying with a name that is holding them back.

Throw the type of money at marketing that Wayfair does can make any company successful. The Wayfair name sucks in my opinion. What the hell is a Wayfair?

 

[mad409]

Throw the type of money at marketing that Wayfair does can make any company successful. The Wayfair name sucks in my opinion. What the hell is a Wayfair?

Talk about redundant way fair. It's OK though ends in .com.

 

[creataweb]

Throw the type of money at marketing that Wayfair does can make any company successful. The Wayfair name sucks in my opinion. What the hell is a Wayfair?

I never bothered to check but I assumed it was cuz their prices are "way fair"

 

[mad409]

I never bothered to check but I assumed it was cuz their prices are "way fair"

That's it but the word way seems a bit odd before fair. Seems kind of slangy. "priced fair" or something like that sounds better. If you say it fast it sounds like the cookie, wafer.