Planet Fitness promotional campaign coincides with new gym openings

February 16, 2025

Fitness / Marketing /

With 24 locations in operation and looking to open at least 10 new outlets per year, Planet Fitness Australia has set out its requirements for new sites across its targeted states of across Queensland, NSW and Victoria.

In a social media post, the Australian division of the USA-based group has advised of criteria for its sites that includes a “50,000 minimum catchment within a 10-15 minute drive”, “access to at least 100 car spaces”, to be located a part of or near a retail centre and being “permitted to trade 24/7”.

Via social media the group has also advised of recent opening of new gyms at Bethania south-west of Brisbane and Craigieburn north of Melbourne.

The group has also launched a television commercial (TVC), ‘Strong Pop’, which sets out to showcase how Planet Fitness stands apart from the traditional, high-pressure gym experience.

Developed by creative agency Eric Tom & Bruce in collaborating with Bravo Fit, the concept that celebrates Planet Fitness’ judgment-free space designed to empower everyone, no matter their fitness level.

Eric Tom & Bruce advised that the campaign “was brought to life by filming in a real Planet Fitness gym in Queensland, capturing the warm and inclusive vibe that sets Planet Fitness apart.

“Every detail of the spot was infused with Planet Fitness’s iconic branding, ensuring the welcoming atmosphere shines through.”

The campaign includes two 30-second commercials, complemented by six and 15-second cutdowns, all optimised for multi-platform use. Alongside the TVCs, the campaign includes an extensive set of still photography, ensuring its reach extends across social media, websites and digital out of home platforms.

Planet Fitness announces new USA leadership team
Internationally, Planet Fitness has announced changes to its leadership team.

From 3rd March, Bill Bode, currently Division President - US Franchising, will move into the newly-created Chief Operating Officer role and will oversee operations for both franchise and corporate clubs.

Reporting to Chief Executive, Colleen Keating, Bode will be responsible for bringing to life the company's non-intimidating, high-value member experience.

Jennifer Simmons, currently Division President - Corporate Clubs, will move into the newly-created Chief Strategy Officer role and be responsible for ensuring a data-driven approach to support strategy and identify emerging trends.

These management team changes follow new appointments announced earlier this year wherein Chip Ohlsson joined the company as Chief Development Officer to strengthen the franchise network and lead strategic growth initiatives.

Brian Povinelli also joined as Chief Marketing Officer to oversee global marketing initiatives, strengthen the brand's leadership position and expand access to fitness and wellness for all.

Images: Celebrating the opening of Planet Fitness Bethania (top), Planet Fitness Australia's site requirements (middle) and the group's 'Strong Pop' campaign (below).

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