Planet Fitness

Two parallel objectives. The first: communicating the "Judgement Free Zone®" concept as a genuine differentiator against other gym chains, in a fast-growing market where everyone competes for the same customer in January. The second: converting that brand awareness into new members through digital channels.

January is the critical month for the fitness sector. Every competitor activates campaigns at the same time. Standing out required precision in both segmentation and messaging.

Personalised communications strategy to give visibility to the "Judgement Free Zone®" philosophy. Media split with specific audiences across Google, Meta and TikTok. Amplification through performance campaigns.

Email marketing with audience clustering to tailor messages to each user segment. Win-back campaigns targeting former members with specific promotions and new opening announcements. In January, optimisation using DemandGen campaigns in Google Ads with precise geographic and interest-based segmentation to capture the sector's peak demand. The year's primary campaign accounted for 78% of the more than 24,000 memberships acquired nationwide.