Fitness is one of the most intimidating retail categories, and Canadians have no shortage of gym options. Despite strong momentum in the U.S., Planet Fitness had low awareness in Canada. Category intimidation was a real barrier: one in five Canadians said they felt judged at the gym. The challenge was to differentiate Planet Fitness, build emotional connection, and drive real membership growth in a crowded market.
6,000 new members. One simple idea: make fitness feel like it belongs to everyone.
We activated Planet Fitness’s ‘No Gymtimidation’ platform with a distinctly Canadian idea, introducing Sasquatch - arguably the most judged Canadian of all - as the campaign’s unlikely hero. If Sasquatch could feel at home at Planet Fitness, anyone could.
A geo-targeted, full-funnel media plan met people where hesitation happens most: on the couch. TV, digital video, and paid social surrounded leisure moments with friendly, inclusive messaging designed to replace intimidation with belonging. Legend has it, he was even spotted wondering downtown.
The campaign drove nearly 6,000 new joiners at an efficient $23 cost per joiner and contributed 48,000 additional gym visits per month. Media delivery exceeded goals by 90%, generating 52M impressions, a 25% lift in positive sentiment, 35% social follower growth, and a 32% reduction in cost per engagement year over year.
6,000 new joiners
$23 cost per joiner
35% social follower growth