New members can join the brand’s four-week challenge, which emphasizes confidence and community
Working out isn’t just about completing a rep or beating a time. According to Burn Boot Camp, it’s about the mental strength you gain from the physical exertion and bringing that confidence into every aspect of your daily life.
Through a new marketing campaign and fitness challenge, “Confidence Comes from Repetition,” Burn Boot Camp emphasizes both physical and mental strength, encouraging members to continuously improve themselves in all areas.
From September 2 to September 27, members can participate in the “Confidence Requires Repeat Challenge”, which includes fitness, nutrition and recovery. During this period, each store also offers a discounted trial period for new members.
Eryn Pittsonberger, Burn Camp The brand director said the event showed that the fitness brand is not just a place to exercise, but also a community center.
“The Confidence Takes Reps campaign drives brand awareness by showcasing what sets us apart: the confidence our members gain through exercise,” Pittsonberger told Athletech News. “This approach not only sets Burn Boot Camp apart from other fitness brands, but it also fosters a strong, inclusive community where everyone feels empowered. It reinforces our brand mission and spreads awareness through powerful transformation inside and outside the gym.”
Burn Boot Camp was founded in 2012 by entrepreneurial couple Devan and Morgan Kline. The brand expanded into a franchise in 2015 and now has more than 350 locations across the U.S. Known for its 45-minute workouts, the brand provides members with alternating strength and conditioning workouts that focus on core strength, full-body strength, and metabolic conditioning.
The company, which has more than 60 percent of its employees comprised of women, is one of the few female-led fitness companies in the industry and is currently led by co-founder and CEO Morgan Kline and COO Amber Burke. Approximately 98 percent of the brand’s stores will participate in the “Confidence Takes Reps” campaign.
“We shift the focus from how you look to how you feel, emphasizing that the strength you build in those 45 minutes isn’t just about muscle, it’s about grit, resilience, and confidence that impacts every aspect of your life,” Pittsonberger says. “At Burn Boot Camp, those moments on the floor aren’t just about exercise, they’re about taking on the world with a renewed sense of purpose and strength.
