# Planet Fitness

> We were charged with a unique direct-to-consumer challenge: Take a national brand and make it local.

- Canonical URL: https://abccreative.com/work/planet-fitness
- Markdown URL: https://abccreative.com/work/planet-fitness.md
- Capabilities: Marketing and Advertising, Paid Media, Public Relations, Digital Marketing, Content Creation
- Hubs: Consumer
- Industries: Retail

## Tagline

Where Local Muscle Meets National Brand Power

## Intro

Planet Fitness, aka the “Judgement Free Zone,” is one of the nation’s fastest-growing fitness center franchises. They turned to AB&C to help them expand brand awareness and drive membership to new locations, as well as revitalize underperforming fitness centers throughout the U.S. We were charged with a unique direct-to-consumer challenge: Take a national brand and make it local.

## Strategy

To meet this challenge, AB&C flexed a little. We developed a toolbox of marketing strategies and tactics customizable to each location’s authentic feel. We created theme lines specific to each location, knowing that people connect with a message that feels connected to the communities where they live and work. All tactics were executed within the Planet Fitness brand and included traditional and digital advertising, guerrilla marketing, local event sponsorships and partnerships, social media, and fun consumer giveaways.

## Success

Since the relationship began in 2017, AB&C has assisted Planet Fitness in opening or revitalizing 26 gym locations, and each one has exceeded its initial membership goal. It doesn’t get much stronger than that.