Virtual fitness has gained immense popularity over the past year, prompting countless gyms and instructors to offer live-cast and on-demand workouts during lockdowns. Yet, despite the digital investments in at-home fitness, millions of Americans today are still heading back to the gym. In fact, as of May 2021, foot traffic at gyms nationally climbed 83% since January 2020. Crunch Fitness and Blink Fitness were among the strongest to rebound. With the need for a mix of on-demand, virtual workout classes and in-person, interactive gyms, there's a shift in what the meaning of a gym is.
The Brand Challenge
How does various Planet Fitness locations stay relevant, trendy, cost effective and digital among existing members and new ones? Pitch to, secure and manage influencer campaign programs to various PF locations nationally, reinforcing everything Planet Fitness has to offer- from its health benefits to its buddy system to its state-of-the-art technology to its unique brand positioning and judgement-free values.