No One Knows
In a sea of fitness marketing talking about "gains" and transformation, a campaign that speaks to those with gym anxiety instead.
The Opportunity
Planet Fitness has the Judgement Free Zone® trademarked for a reason. There's an opportunity to target the often untapped segment of gym-averse people. Skip all the aspirational mesagging and ease their anxieties instead.
The Insight
Gym anxiety often stems from imaginary judgment. The barrier isn't always physical fitness; it's the imagined judgement about those embarrassing things we think are glaringly obvious to everyone else.
Tone
Wry and knowing. Like helpful intel from a friend who gets it, not a lecture from someone who doesn't.
Look & Feel
Deliberately unstaged and caught-in-the-moment photography. Regular people in authentic situations.
A gym campaign for people who don't love gyms.
Never aggressive or overwhelming. Just the reassurance that whatever you think is obvious about your fitness journey, no one's actually keeping track. Strategic opportunity to target those with gym anxiety while everyone else chases the already-converted.