• by Fern Siegel , December 20, 2024

Planet Fitness wants everyone to feel better in 2025.

To back that belief, its new campaign kicks off on Christmas, during the Chiefs vs. Steelers game on Netflix. In addition, 30-second and 15-second spots will air during ABC’s "Dick Clark’s New Year’s Rockin’ Eve." 

All showcase a new brand platform: “We’re All Strong on This Planet.” 

The creative is by Special U.S. and directed by Nina Meredith.

The work centers on Planet Fitness' new plate-loaded strength machines that will be available in PF clubs nationwide. The best-in-class equipment includes magnum supine bench press, hack squats and seated calf machines.

The target audience: Gen Zs, millennials and men, particularly those who will switch gyms with improved equipment.

“With this campaign, we are redefining our brand purpose and reminding consumers that Planet Fitness is the gym for everyone — no matter where they are on their fitness journey. No matter what your goals are or what strength looks like to you, all fitness levels can start 2025 strong at Planet Fitness,” Jamie Medeiros, chief brand officer at Planet Fitness, told Agency Daily.

Planet Fitness has more than 2,000 clubs worldwide offering Classic and Black Card membership plans. Gym members can join on a monthly or yearly basis. One of the largest fitness-club franchises by members and locations, it has long been marketed as a "Judgement Free Zone."

Special U.S.' work includes Uber Eats, Hanes, Fox Sports and Tourism New Zealand.