From struggling brand during the Pandemic to deepened member loyalty: Helped Planet Fitness reinforce its ‘Judgement Free Zone®’ promise by putting members at the heart of every brand experience during a pivotal moment for the fitness industry.

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The Industry: Health & Wellness and Fitness

The Rub: During a pivotal moment in history (the Pandemic 2020-2022),  local gyms, studios, and workout facilities were shut down. This forced all in-person and group workouts to stop suddenly.  The usual gym goers, weekend warriors and virtual fitness groupies all had to adjust to a new normal and look to online for guidance. But this had a huge impacts on sales, operations, foot traffic – you name it. 

The Mindset: I used to be a gym rat or workout groupie or self-motivated gym goer – what do I do now? When will the doors open back up safely? 

The Urgency: With every minute that passes, consumers are scrambling for guidance, faith, support, mental health awareness and even hope. There’s seriously no better time than now for Planet Fitness to launch a welcome back campaign encouraging its fans, members and clients to keep up the faith and health. 

The KPIs: Membership signups. Free trial signups. Video views. Website views. Club foot traffic. Social reviews. Positive press.