Planet Fitness
We intercepted down time to get people off the couch and into the gym.
Planet Fitness needed to attract members by overcoming the barriers keeping people from the gym. We built a media strategy around the moments where motivation breaks down, intercepting hesitation with a judgment-free alternative. From Sasquatch earning mass attention to targeted media, social and club experiences, every touchpoint worked to overcome gymtimidation, prove people belonged and give them a reason to get off the couch and into the gym.
6,000
new joiners
48,000
additional gym visits per month
−32%
cost per engagement, year over year
Opportunity
Planet Fitness needed to drive attendance in a category people are remarkably good at avoiding.
Planet Fitness needed to attract new members and keep them coming back, but the fitness landscape had shifted. COVID normalized at-home workouts or pushed people out of their routines altogether, while gyms increasingly catered to die-hard fitness audiences.
That left well-intentioned but inactive gym-goers behind. We found one in five Canadians felt judged at the gym, giving them another reason to stay away. With more than 8,500 gyms competing for attention, Planet Fitness needed a stronger market presence that could overcome intimidation and give Canadians a reason to turn their fitness ambitions into action.
Solution
We built Planet Fitness’s presence around the journey from intention to action.
Instead of selling sweat, we sold belonging by showing up where we could earn attention, intercept hesitation and turn good intentions into action. We introduced the Sasquatch (arguably the most judged guy around) as a Planet Fitness spokesperson. Placed where he could maximize attention, from mass media to unexpected appearances downtown that garnered social sharing and earned coverage.
We targeted around the strongest moment of hesitation; screen time (TV, digital video and social). Geo-targeting around clubs ensured relevance to the audience. Social content, membership experiences and influencer engagements kept working after that initial nudge, turning the promise into practical reasons to join and return.
Impact
We motivated thousands to get off the couch
We earned 6,000+ new members. Monthly additional gym visits were up a whopping 48k. Further, the brand power was strengthened with a 25% increase in positive sentiment and a 35% larger social community. All with a 32% reduction in cost per engagement YoY.
“Reinforcing the offerings that make the brand so unique in a competitive fitness landscape.”
Clara Lubansky, Senior Marketing Manager
