Busting Gym Stereotypes: Megan Thee Stallion and Planet Fitness Break Barriers
Planet Fitness teams up with Megan Thee Stallion to break down gym barriers, leveraging her electrifying New Year's Eve performance on their Times Square stage for an exciting new campaign
Article Brief:
Low-cost gym chain Planet Fitness partnered with Megan Thee Stallion for a new campaign meant to break down fitness barriers in the new year, according to a press release.
In order to take advantage of the heightened interest in fitness that comes with the new year, the rapper is assuming the persona of Mother Fitness, urging people to overcome obstacles like intimidation and expensive gym memberships. The campaign includes TV advertisements, an augmented reality filter, and co-branded merchandise, among other initiatives.
The initiative, which began on December 28, combines music and fitness and was led by filmmaker Calmatic. This move coincides with the growing potential of Gen Z as a target market for fitness marketing.
Article Insight:
Planet Fitness is kicking off 2024 with an extensive campaign featuring Grammy award-winning artist Megan Thee Stallion in a prominent role, including her performance on the Planet Fitness stage during the "Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest" broadcast. The broadcast attracted the largest audience in three years, with 22.2 million viewers.
As Mother Fitness, the musician encourages consumers to conquer their exercise anxiety by acquiring a Planet Fitness membership. In a 30-second commercial, Megan Thee Stallion is shown rescuing various gym attendees from negative situations, such as being leered at by others or feeling intimidated by a fitness influencer. The individuals visited by Mother Fitness ultimately end up at Planet Fitness, where they can work out in a comfortable environment.
The partnership with Megan Thee Stallion includes fitness content available in the Planet Fitness app, inspired by the musician's love of fitness. A limited-edition merchandise line benefiting the Pete & Thomas Foundation is also available through the Planet Fitness store website, featuring stickers, crew necks, and a water bottle. With January being a popular time for gym sign-ups, Planet Fitness is launching this campaign to attract consumers during this peak sign-up period.
Planet Fitness experienced a surge in membership, gaining 110,000 new members in the third quarter of 2023, surpassing the numbers from 2022 and 2019, as reported in an earnings call. Much of the growth can be attributed to Gen Z, who now represent a quarter of Planet Fitness's total membership.
