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.
Here is the message on the homepage announcing the url change:
Lifetimefitness.com is now Lifetime.life
You may notice our email address is different. We are now using @lifetime.life and @lt.life.
Here is a screenshot of the homepage with the message across the top:
In my opinion, this change is a bit peculiar. The url the company has been using matches its Life Time Fitness brand name and the new url does not (you can see “Life Time Fitness” in that page title and about us description). My guess is that the company is trying to be simply known as Life Time rather than Life Time Fitness. At least that is the way it looks with the Life Time logo that doesn’t have “Fitness” in it.
The Lifetime.com domain name is owned by a company called Lifetime Products, which appears to be a manufacturer of outdoor products such as chairs, tables, sheds, playgrounds, and more. Perhaps the most well-known Lifetime brand is the Lifetime television network, which uses MyLifetime.com for its domain name.
If people are confused by the url change and type in LifetimeLife.com in error, they will end up on a website owned by Time Life. Ironically, I think it might make more sense for that company to own a domain name like Time.Life (they don’t), but I digress.
It will be interesting to follow the company’s website and url strategy as it continues to expand.
Thanks to Kathy Nielsen for sharing this on Twitter and LinkedIn.