Planet Fitness
Some gyms are a little intense. The grunting, the barbell tossing, the constant look-at-me-ism… Planet Fitness is not one of those gyms. Instead, it’s a relaxed, safe environment where everyone is free to work out at their own pace. It’s probably obvious, but poking good-natured fun at those crazier gyms was never not fun.
Beyond the ads, we created Planet of Triumphs, an online community built for inspiration. It's a place where real stories from real members are shared and liked daily, creating a legitimate ripple effect that translates to the clubs themselves. The community is now over 200,000+ strong.
We also developed their social presence, lifting it from random one-offs to a year-long cadence that hit pop culture trends, featured real employees and members, and found ways to genuinely engage our audience. All on a very, very tiny budget.
Here’s a few examples of what we created in-house.
The team also put together some pretty legendary in-house video productions, like this beaut.