Planet Fitness Teams Up with Megan Thee Stallion for 'Big Fitness Energy' Campaign
Krissy Vann | Host, All Things Fitness and Wellness
Planet Fitness has announced a new partnership with three-time Grammy award-winning artist, entrepreneur, philanthropist, and health advocate Megan Thee Stallion. The campaign introduces Megan as 'Mother Fitness', inspiring gym-goers to overcome common gym barriers like intimidation and high prices.
Megan, a musician who often faces the challenges of maintaining a fitness routine while on tour, emphasizes the importance of a fun, mood-boosting exercise regimen. This new collaboration bridges the worlds of music and fitness, offering a unique energy boost through a comprehensive marketing campaign. The campaign includes commercial spots, an AR filter, co-branded charitable merchandise, and free Planet Fitness app workouts inspired by Megan’s fitness enthusiasm.
The advertising campaign, directed by filmmaker Calmatic, features Megan in a fitness goddess-like role. The commercials showcase her combating negative gym behaviors, symbolic of Planet Fitness's commitment to a supportive and positive gym environment.
Furthermore, the partnership has spawned an exclusive merchandise line, available on the Planet Fitness store website. Items include crew neck sweatshirts with the slogan 'Big Fitness Energy™ for Everybody', bucket hats, water bottles with 'Real Hot Girl Fit', and sticker sheets. Proceeds from these sales will benefit the Pete & Thomas Foundation, founded by Megan to support various community initiatives.
Megan expressed her excitement about the partnership: “Working out is crucial in my life, making this collaboration with Planet Fitness a natural fit. We aim to motivate everyone to prioritize their health, physically and mentally, as we enter the New Year.”
This partnership is marked by Megan's performance at the Times Square New Year’s Eve celebration, where Planet Fitness is a presenting sponsor. Megan was the first to perform in 2024 on the Planet Fitness stage at “Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2024” on ABC.
Jamie Medeiros, Chief Brand Officer at Planet Fitness, highlighted the synergy of the partnership: “Music is integral to any fitness journey. Teaming with Megan Thee Stallion, who embodies physical and mental wellness, and body positivity, perfectly aligns with our brand's ethos. We're excited to help everyone embrace fitness in a judgement-free way.”
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Credit: Planet Fitness