Gym outfit Anytime Fitness launched an integrated January marketing campaign in Australia to promote the brand as ‘the most welcoming and inclusive gym’ for all Australians regardless of body type, fitness level, exercise ability or background.
‘Any Body, Any Time’ sets out to challenge the stereotyped and clichéd representation of gym-goers and instead focuses on a diverse range of people with different needs and explores all the various reasons why and when they work out. It is, according to the brand and agency, also informed by research that an increasing number of consumers are seeking brands that are making a social impact.
The campaign is based on the idea that ‘being healthy’ is different for everyone, especially in terms of ‘what healthy looks like’, and the marketing push aims to ignite self-confidence and encourage viewers to embrace their individuality.
And, of course, to sign up to join Anytime Fitness.
Anytime Fitness’ ‘Any Body, Any Time’ campaign began on 11 January and runs until June 2022 and spans TV, online video, social, search and digital and OOH led by a hero spot which states that “We believe when it comes to your health, there’s only one rule and that’s to do things your way. It’s why we’re the gym for anybody, anytime”.
The campaign, which was developed in harness with Performics Mercerbell (PFXMB) which led the ideation, creative development, media strategy, planning and buying.
“From a brand perspective, this is more than just a marketing campaign. Social inclusion is a major health determinant. It helps everyone feel more connected, valued, and lead a healthier life. It is our mission to lead the fitness industry in advocating inclusivity – by transforming our culture, environment and member experience,” said Anytime Fitness CMO Caitlin Bancroft. “We hope to bring this to life in our latest campaign, moving beyond being ‘just a gym’, and making a real impact on the health and wellness culture of Australia.”
PFXMB CEO Jason Tonelli added: “From the brief, all the way through to the final touches on the work, the Anytime Fitness team have demonstrated a genuine commitment to inclusiveness, and bravery when it comes to changing the face of advertising in the fitness industry. As one of our founding full-service clients, I could not be prouder of our partnership with Anytime, and of the PFXMB team for staying true to our purpose of making everyday lives better.”
As well as the marketing campaign, Anytime Fiotness is also introducing several other new changes in 2022.
Informed by the fact that there are more than 4m people in Australia with a disability, the company recently partnered with WeFlex to carry out an accessibility audit to ensure all clubs are carefully re-designed to accommodate people with sensory needs and disabilities as well as educating and certifying staff to train them.
Plus, working with Proud2Play, Anytime Fitness is also developing local community outreach and consultation plans to help its clubs engage and support the LGBTQI+ community.
PFXMB ECD Vaughan Townsend added: “Society puts so much pressure on people to conform to unachievable body-beautiful stereotypes. It is our hope that this campaign will give those who feel marginalised a voice, and the confidence to believe that anything is possible. And that when it comes to fitness, whoever you are, however you identify, whatever your shape, size or background, Anytime Fitness welcomes you.”
“I spend plenty of time training as an athlete, but I hardly ever see people who look like me in gyms or gym ads. I’m proud to be part of this campaign that breaks the sterotypes and celebrates people being healthy and confident in their own way,” Commented Australian Paralympic swimmer Timothy Hodge
The campaign was conceived and created for an Anytime Fitness team led by Chief Executive Officer Nicole Noye, Chief Marketing Officer Caitlin Bancroft, National Marketing Lead Andrew Pahoff, Media Manager Rebecca O’Hanlon, Brand Manager Georgie Allen and Digital Marketing Manager Shane Potter by Performics Mercerbell.
The group at PFXMB which worked on the project included CEO Jason Tonelli, ECD Vaughan Townsend, Creative Director Dave Varney, Senior Copywriter Jacque Kennedy, Head of Production Charlie Done, Executive Strategy Director Brad Bennett, Strategy Director Claire Webber, UX Lead James Winchester, Group Customer Partner Virginia Tong, Group Account Director Aisling Fitzpatrick, Senior Account Director Emma Sheehan, Senior Account Manager Jessica Silver, National Head of Investment Adriana Ivkovic, Account Director Vidur Bhatia and Performance Media Executive Vitti Malhotra.
The production company was The Pool Collective with Director Simon Harsent, producer Johnny Greally and Editor Simon Ngoo with post production handled by Prodigious.
Anytime Fitness is a franchise of 24-hour health and fitness clubs headquartered in Woodbury, Minnesota (USA) which operates more than 4,000 franchised locations in 50 countries which are open 24 hours a day, 365 days of the year