Retail: Planet Fitness
Welcome to the most inclusive gym on earth (Hotties Included).
From excluded to empowered: Planet Fitness breaks the gym mold.
The Stakes
January is make-or-break in the fitness industry. Planet Fitness, known for its inclusive “Judgement Free Zone,” needed to cut through the seasonal noise and spark action with modern consumers looking for more than just gym memberships: they wanted motivation, inspiration, and humanity.
The Friction
The New Year fitness frenzy had become predictable and performative. Competing gyms leaned hard into guilt, shame, and unrealistic body goals. Planet Fitness risked blending in unless it could reframe the conversation entirely.
The Shift
BarkleyOKRP threw out the shame playbook and brought in the Hot Girl Coach herself—Megan Thee Stallion—to birth “Mother Fitness.” Instead of pushing weight loss, the campaign championed joy, strength, and confidence, making Planet Fitness the unapologetic home for everybody and every body. It wasn’t a resolution; it was a revolution.
The Lift
The campaign crowned Planet Fitness as the no-BS fitness brand for the masses. With Megan leading the charge, it lit up culture, racked up record engagement, and redefined what it means to show up for yourself at the gym: without judgment, without shame, and with all the energy.
Results
- 6% increase in NYE ad awareness (YoY).
- 7%+ increase in Gen Z brand consideration (YoY).
- 98% positive sentiment on social (up 73% YoY).
- 78% increase in public mentions on social media (YoY).
- 7.2B earned impressions since campaign launch.
“Working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values.”
—Megan Thee Stallion