|The Planet Fitness Brand is Not Intimidating
By: Cindy Wendland
The start of a new year, and one would think that health clubs are packed with people making good on their New Year’s Resolutions to get healthier, lose weight, be more fit, etc. Apparently we are procrastinators, as Planet Fitness claims their best month is March.
Planet Fitness isn’t waiting, though. On NBC’s The Biggest Loser, Planet Fitness promoted their health club and offered fitness equipment to the winner of one of The Biggest Loser challenges. This was followed up by a commercial promoting their cheap January pricing — $10 down and $10 per month with no contract. Via Facebook, Planet Fitness is also encouraging members to tweet and Instagram support for The Biggest Loser contestants and possibly win a trip to the finale. Planet Fitness is also following this up with good ole billboard advertising. One impression, two impressions, three impressions, four. Five impressions, six impressions will get them in the door!
Once people are in the door, they will find a very focused Planet Fitness brand. It is a low frills, no critique or intimidation club. Just a bright purple and yellow fun place to be. Statistics show that about 15% of the population belong to a gym or health club. Planet Fitness targets the 85% that doesn’t currently belong anywhere. They don’t sell protein powders or amino acids. Instead, once a month they give away pizza and bagels.
The Planet Fitness brand is clear. They just want people to have fun and get some exercise. Just like The Biggest Loser shows how regular people can get healthy and lose weight, Planet Fitness shows how regular people can work out regularly.
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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