Dive 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.
• To capitalize on the interest in fitness that typically arrives in January, the rapper is playing the role of Mother Fitness, encouraging consumers to leave behind barriers like intimidation and costly memberships. The campaign is supported by TV ads, an augmented reality filter and co-branded merchandise, among other activations.
• The effort, which launched on Dec. 28, merges music and exercise and was directed by filmmaker Calmatic. The move comes as Gen Z shows strong potential for the fitness marketer. 

Dive Insight:

Planet Fitness is ringing in 2024 with a sprawling campaign that places Grammy award-winning artist Megan Thee Stallion front-and-center, including during the “Dick Clark’s New Year’s Rockin’ Eve With Ryan Seacrest” broadcast which included the rapper performing on the Planet Fitness stage. The broadcast delivered the largest audience in three years with 22.2 million viewers.

As Mother Fitness, the musician encourages consumers to overcome their exercise anxiety by taking out a Planet Fitness membership. During a 30-second spot, Megan Thee Stallion can be seen rescuing various gym goers from toxic situations, such as being ogled by others or being intimidated by a fitness influencer. The characters who receive a visit from Mother Fitness end up at Planet Fitness, where they are able to exercise in peace.

The partnership includes workout content inspired by Megan Thee Stallion’s love of fitness that can be found in the Planet Fitness app. Additionally, a limited-edition merchandise line will benefit the Pete & Thomas Foundation, founded by the musician to uplift underserved communities. Available through the Planet Fitness store website, items include stickers, crew necks and a water bottle.

With many people looking to take care of their health in the new year, January is a popular time for gym sign-ups, with an estimated 12% of all sign-ups occurring in January, as opposed to a monthly average of 8.3% the rest of the year. The campaign from Planet Fitness is an attempt to draw consumers to the service during this time.

Planet Fitness has recently seen a membership increase, adding 110,000 new members in Q3 of 2023, outperforming 2022 and 2019, according to an earnings call. Gen Zers delivered much of the growth, making up a quarter of Planet Fitness’s membership base.