Planet Fitness
The fitness industry is filled with bullfit — extreme workouts, unrealistic #fitspo, a skinny obsession, and toxic gym culture. It alienates 80% of Americans who don’t feel welcome in the gym. We made Planet Fitness’ mission to stop the bullfit, and be a welcoming environment where everyone feels like they belong.
Stopping The Bullfit
Bullfit is everywhere. And we were there to stop it at every turn. Our campaign came to life in TV, across all social and digital channels, and on bullfit’s biggest night: New Year’s Eve.
United We Move
When the Covid pandemic closed gyms across the country, we grew Planet Fitness’ brand when other gyms (including 24-Hour Fitness and Gold’s Gym) filed for bankruptcy. In just 2 days, we moved from gym workouts to home work-ins™ — broadcasting live from fitness instructors homes into 200+ million homes every single day. Instead of cancelling their memberships, people joined members from around the US, and 36 other countries.
Not only did we manage to retain members, we increased Planet Fitness' social following by half a million, received 5 billion+ earned media impressions, and had nearly 600k new app downloads. When quarantine finally lifted, we emerged stronger than ever.