Planet Fitness’ latest campaign revolves around a new direction for 2025

Planet Fitness has landed on a new brand platform for its latest annual campaign to lure new fitness-minded inhabitants in the coming year.

In the campaign, We’re All Strong on This Planet, the fitness club company elicits a supportive “Come one, come all” message and feel, showing in split-screen style a number of patrons as diverse as their motivations for going to the gym. 

As the narrator points out that “No two members are alike,” shots of different individuals doing similar routines are juxtaposed: An expectant mom and a more mature gymgoer both doing cardio pulls, and a man encouraging himself through a routine with self-empowering mantras as a woman pushes through her workout with her own audio motivation pumping through her earbuds, are two examples. 

The common thread for each individual, as the narrator points out, is that “They’re all strong,” highlighting the physical, mental and emotional ways in which strength appears in the 30-second hero spot created by Special US and directed by Nina Meredith. The brand will also release several 15-second spots throughout the campaign.

In addition to the motivational and welcoming messaging, the campaign also focuses on the new equipment launching in its locations nationwide; with the brand’s research revealing enthusiasm for updated machines shown by millennials, Gen Zers, males and potential gym switchers.

“As we continue to evolve as a brand, we are redefining our brand purpose and reminding consumers that Planet Fitness is the gym for everyone — no matter where they are on their fitness journey,” Jamie Medeiros, chief brand officer at Planet Fitness, told Campaign US. “We are proud to offer a high-value experience with best-in-class equipment, while also providing a supportive and encouraging community where we can help everyone grow stronger together, which is showcased in our new campaign.” 

The positioning and tone of the new campaign, which launches Dec. 25, is a departure from the brand’s previous efforts using humor and celebrity cameos. Last year’s campaign starred Megan Thee Stallion as “Mother Fitness,” and poked fun at stereotypes that distracted and dissuaded gymgoers from pursuing and enjoying their gym experience. Planet Fitness also promoted the campaign with a sponsorship of Dick Clark’s New Year’s Rockin’ Eve telecast, during which the “Hot Girl Summer” rapper performed a medley of her hits dressed as the character on a branded stage.

Planet Fitness says it currently has 20 million members, and expects to increase that number during the first few weeks of January, which is the fitness industry’s peak month for signups, with a reported 12% of memberships resulting from people making resolutions to improve their health and fitness in the new year.