Planet fitness shows the really negative aspects of those other gyms, with a spinning class where when one lady falls behind the entire group is ordered to hiss at her. Well, that's not a fun way to work out, so come to planet fitness instead.
Planet Fitness is calling "bullfit" on myths that exercise performance is motivated by competitive classes, intimidating workout environments, and fitness shaming with new research and a new Stop the Bullfit campaign from independent agency Barkley.
The fitness chain published The Bullfit Report, which uncovers Americans' true feelings and misperceptions about health and wellness. One such finding in the report states that making fitness a "competition" isn't a win and that head-to-head challenges are demotivating to the majority (55 percent) of Americans who don't currently belong to a gym. In fact, 68 percent find leaderboards specifically demotivating.
The concept is illustrated in the “Don’t Ride the Bike of Shame” spot, where new gym-goer Carmen falls further behind on the scoreboard. She is group shamed by a spin instructor-turned-military sergeant who instructs the class to give Carmen the “hiss of shame.”
“The fitness industry has focused on the fit getting fitter for far too long, ignoring and even demotivating the roughly 80 percent of Americans who don’t yet belong to a gym,” says Chris Rondeau, Chief Executive Officer of Planet Fitness, “At Planet Fitness, we believe people can work out on their own terms and live healthy, happy lives, versus perpetuating certain myths that you should be ‘living to work out’.”
Planet Fitness
Chief Executive Officer - Chris Rondeau
Chief Marketing Officer - Jeremy Tucker
VP, National Marketing - Jame Medeiros
Carrie Anderson - National Brand and Creative Director
Jenna De Marco - Senior Manager, Digital Marketing
Barkley
EVP, Executive Creative Director - Katy Hornaday
Group Creative Director - Doug Hentges
Creative Director - Chris Cima
VP, Director of Integrated Production - Melany Esfeld
Sr. Producer - Shawn Wallace
Director of Business Affairs - Anne Thomasson
Associate Creative Directors - Jeremy Gilberto, Jordan Breindel
Sr. Project Manager - Tifany Wrzesinski
VP, Brand Leader - John Hornaday
Brand Director - Julie Barr
Sr. Brand Manager - Jane Skaggs
Sr. Brand Manager - Ashley Cox
Brand Manager - Haley Martin
Executive Strategy Director - Chris Cardetti
VP, Strategy Director - Howard Laubscher
Strategist - Emily Ladig
Production Company - Picrow
Director - Fatal Farm
Production Company Producer - Alejandro Aguiar
Director of Photography - Byron Kopman
Production Designer - Ben Gerlis
Content Production Company - BicMedia
Executive Producer - Corwin Carroll
Editorial Company - Cutters
Editorial Company Producer - Patrick Casey
Editor - Aaron Kiser
Post Production Company - Flavor
Post Production Company Producer - Kate Smith
Post-Audio Company - Post Haus
Post-Audio Engineer/Mixer - Brock Babcock
Music - Alibi Music
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