Planet Fitness Launches New Advertising Creative In 2014, Continues To Tackle "Gymtimidation"

Campaign celebrates Planet Fitness' unique judgement free environment with four new national TV spots.

NEWINGTON, N.H. - Jan. 14, 2014 // PRNewswire // - Planet Fitness, the innovative health club franchise known for its Judgement Free Zone® and affordable prices, today announced four new national TV spots to air throughout 2014. The spots, which are an extension of the successful "No Gymtimidation" campaign launched in 2013, continue to differentiate the brand as a health club void of "lunky" behaviors that often intimidate people or ruin their gym experience.

The spots poke lighthearted fun at fitness fanatics and the trendy, sometimes strange behaviors seen in typical gyms that make everyday people feel intimidated, or "Gymtimidated." Each spot is narrated by an average Jane or Joe telling the story of "lunky" behavior they faced in zealous fitness focused gym environments, and resolves with them explaining, "And That's Why I Don't Like Gyms." Planet Fitness responds by saying, "We're Not a Gym. We're Planet Fitness."

The four new spots include:

  • "Pilatatumba," shot in both English and Spanish, parodies Zumba®-like jumping, twirling and dancing that no new person could hope to keep up with.
  • "Upsell" featured the quintessential high pressure sales manager looking to close the membership deal at any cost.
  • "Muscle T" includes three muscle male lunks taking over the gym mirror in the free weight area. 
  • "Ahh-Maa-Zing" mocks a gym that looks more like a nightclub, with the perfect posteriors to prove it.

Planet Fitness' 2014 creative launch will debut with "Pilatatumba" airing tonight during NBC's The Biggest Loser, of which the brand is the proud national gym sponsor. The remaining spots will be released throughout 2014.

"This advertising campaign continues to reinforce Planet Fitness' point of difference in the health club industry," said Jamie Medeiros, Vice President of Marketing at Planet Fitness. "We offer an unbeatable value with memberships available at only $10 or $19.99 a month, and high quality equipment, all in an environment that's non-intimidating and comfortable for everyone."

"The gym business has always been about the intimidating world of overly beautiful people and the health obsessed. We wanted to show that Planet Fitness is clearly like no other gym in the business - a friendly, welcoming gym for the rest of us," said Steve Red at Red Tettemer O'Connell + Partners, Planet Fitness' agency of record which created the campaign.

With more than 700 locations nationwide, more than 4.5 million people have embraced the brand's Judgement Free Zone® philosophy. For more information or to join online, please visit or follow us on Facebook ( and Twitter (

About Planet Fitness

Founded in 1992 in Dover, N.H., Planet Fitness is now the fastest-growing full size health club franchise in the United States, and has revolutionized the industry with a combination of extremely low prices and a unique, friendly, and hassle-free environment called the Judgement Free Zone®.

Planet Fitness has over 700 locations nationwide and has grown to more than 4.5 million members. The company prides itself on giving people an unbeatable value, top-notch facilities, and an atmosphere that focuses on the needs of occasional or first-time gym users rather than hard-core fitness fanatics. All Planet Fitness clubs feature a wide selection of brand-name cardio and strength equipment, and provide unlimited fitness instruction with all memberships.

Planet Fitness is a national brand partner of NBC's The Biggest Loser®. For more information, visit


McCall Gosselin
Planet Fitness
Director of Public Relations
603-750-0001 x199

SOURCE Planet Fitness


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Planet Fitness' mission is to enhance people's lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®.


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