Now Using Lifetime.Life |
101 Domain Now Using Lifetime.Life


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 to LifeTime.Life. If you visit, 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: is now
You may notice our email address is different. We are now using and

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 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 for its domain name.

If people are confused by the url change and type in 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.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

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Comments (23)


    They will change back, I guarantee it.

    October 6th, 2017 at 9:48 am


      Second that. It won’t have the impact that it might if the site was a big e-commerce destination, but it will cause confusion for sure.

      In reply to ThcNames | October 6th, 2017 at 11:44 am

      Toll Free Caller

      Third, here.

      [hint: if ever a domain involves anything besides .com, it is most likely not a wise idea.]

      In reply to Bryan | October 7th, 2017 at 4:31 pm

    Don Murray

    Very confusing. They are swimming up stream with this name.

    Even though acronyms are not always the best they could of went with
    Or even

    This is what happens when companies don’t hire a domain consultant or brand manager for the the company.

    Don M

    October 6th, 2017 at 10:12 am


    Terrible idea.

    October 6th, 2017 at 10:37 am


    Absolutely and utterly ridiculous. Elliot you are correct hands down about typing in the, why on earth would they change that from a great domain like ? Oh Wait, I know…They had some bozo that just started investing in new tlds and convinced them to change. In 2 months he will be on a street corner with a sign that says Thats.Life

    October 6th, 2017 at 11:26 am



      In reply to Doc | October 6th, 2017 at 11:27 am

      Toll Free Caller

      Lol! Sounds like they hired one of the speakers from 2016’s NamesCON! Go ntlds, rah, rah, rah! Total BS. The new selection of extension are a dumb way to die

      In reply to Doc | October 7th, 2017 at 4:36 pm

    Eric Lyon

    It’s nice to see more new gTLDs being used in the wild. This will only strengthen the market value as more companies come on board with national/international marketing budgets for premium media exposure.

    October 6th, 2017 at 11:41 am


    Odd choice. Why not Lifetime.Fitness?

    October 6th, 2017 at 11:55 am


      Agreed, where do they find these people?

      In reply to Andee | October 6th, 2017 at 12:17 pm


    I just plain don’t like the name. Doesn’t sound right.

    For a company that size why not hand reg as it is available for $70 non premium.

    I guess it’s their business to lose.

    October 6th, 2017 at 11:56 am


      Because lifetime global is not their brand

      In reply to Silentptnr | October 6th, 2017 at 1:02 pm


    If God made as all the same, we can never accomplish anything?

    October 6th, 2017 at 12:14 pm


    They can’t use because someone is squatting on it

    October 6th, 2017 at 1:03 pm


    I agree with Elliot. The only explanation is that they want to move away from the “fitness” part of their name.

    October 6th, 2017 at 2:09 pm


    I like it…

    October 6th, 2017 at 2:15 pm


    My world has changed, how bout yours?

    October 6th, 2017 at 5:01 pm


    Bad domain rebranding, and unnecessary to begin with.

    I agree with Andee on the obvious choice; then again, who knows what the domain’s owner is asking.

    It gets even better (worse): is owned by Time/Life 😀

    October 6th, 2017 at 9:55 pm


    soon to be known as Lifetime.lame.

    October 7th, 2017 at 8:43 am


    Only .com works!!!

    October 8th, 2017 at 1:15 pm


    Literally laughed out loud. LOL

    I really like some, and this ain’t one…

    October 9th, 2017 at 7:18 pm


    Now this is a first. They go from having a nice 2 word .com to a very questionable yet creative domain in Lifetime.Life. As mentioned before it is great to see companies use GTLDs but in this case if they were getting as an upgrade would make more sense to me, maybe even Fitness.Life.

    I have come across new GTLDs on billboards and advertisements as well but the ones I have seen are more catchy and make more sense than this one.

    – Wil

    October 9th, 2017 at 9:54 pm

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