Campaign details

Brand: Planet Fitness

I. Opportunity

The U.S. Department of Health & Human Services recently released new physical activity guidelines, which revealed that 80% of Americans do not currently meet the recommended amount of physical activity. The guidelines also challenge youth (ages 6 - 17) to pursue a minimum of 60 minutes of moderate-to-vigorous physical activity each day. Inspired by new physical activity guidelines, Planet Fitness set out to spark a moment that would address the growing epidemic and encourage teens to stay off the couch this summer.

The solution came in the form of the Teen Summer Challenge initiative, in which Planet Fitness offered a solution for teenagers eager for an opportunity to stay active during a season when school sports programs, gym classes or after school activities wind down. From May 15 - September 1, 2019, teens aged 15 - 18 nationwide and in Canada were allowed to join any of Planet Fitness's more than 1,800 clubs for free. The initiative built on a successful local program first launched in the summer of 2018 in New Hampshire, Planet Fitness's home state.