The fitness industry tells us that we're too fat, too weak, and too inexperienced to belong in a gym. And because of this, 80% of Americans are too intimidated to workout. That's why we decided it was time to Stop The Bullfit, and get real about fitness. Here are a few ways we invited everyone into the world of fitness.
When COVID brought the fitness world to a halt, Planet Fitness kept moving. Within two days of masking up and closing down, we launched Home Work-ins: a series of trainer-led live workouts streamed straight to our members' living rooms. With help from the PF staff, and the occasional celebrity, we kept our members moving and motivated throughout the pandemic.
In fact, by the end of the campaign, we increased Planet Fitness' social following by half a million, received 5 billion+ earned media impressions, and had nearly $600k new app downloads.
Shorty Social Good Award for Best in Fitness & Wellness
DIGIDAY Award for Best Live Moment
ANA Echo Silver Award in Health, Wellness & Pharma
Clio Award Short List for Creative Effectiveness in Health & Wellness
DIGIDAY Award Finalist for Best Campaign Pivot
DIGIDAY Award Finalist for Most Effective/Measurable Campaign
DIGIDAY Award Finalist for Most Original Use of Social
DIGIDAY Award Finalist for Best Use of Real-Time Streaming Video
PR Week Award Finalist for Best Consumer Launch
SABRE Award Finalist for Best Consumer Marketing (New Product)
Planet Fitness’ annual anti-bullying initiative was falling flat, so when asked us to revamp the program and raise money for the Boys & Girls Clubs of America, we challenged people to flex their kindness muscles. To increase donations, we created a series of instructional videos encouraging people to exercise kindness, and in a single month, raised over $1 Million for the Boys & Girls Clubs of America.
When gyms closed in 2020, people were forced to find new ways to get moving. And it was great! For about a week... People quickly realized that the same workout every day gets old fast, so we reminded the world of all the variety inside every Planet Fitness club.
April Fools Day
When Peloton hit the market, it seemed like half the world forgot that bikes were actually capable of moving. So, to combat the rise of indoor "cycling" we invented a totally new way to workout: The Mobile Stationary Bike.