In a world where fitness often feels like an exclusive club, Anytime Fitness Australia, in collaboration with The Hallway, is taking a stand. Their latest campaign, “Find Your Fit”, is a refreshing take on gym inclusivity, and Marketing In Asia (M.I.A) had the privilege of gathering insights directly from Jules Hall, CEO of The Hallway.
How has the “Find your fit” campaign addressed misconceptions about fitness clubs?
Jules shared, “Through our strategic and creative development process, it became evident that while gyms appear welcoming to regular gym-goers, the aggressive and masculine messaging often leaves everyday Aussies feeling out of place.” The campaign’s creative strategies, from casting to voiceovers, were meticulously crafted to emphasize inclusivity and break down barriers, ensuring that everyone feels they belong.
The Role of Anytime Fitness Franchisees in Shaping the Campaign
Franchisees weren’t just passive observers; they were instrumental in shaping the campaign. “We spent time with franchisees across Australia to understand their ambitions and challenges,” Hall explained. Their on-the-ground experiences were pivotal in defining the diverse archetypes portrayed, ensuring the campaign’s authenticity.
Measuring the Success and Impact of the Campaign
Anytime Fitness isn’t just launching a campaign and hoping for the best. They have a robust measurement strategy in place. “Quarterly brand tracking will measure awareness, consideration, and conversion/membership sign-ups,” Hall stated. Additionally, the relatability of the archetypes with their respective audiences will also be gauged.
Distribution Strategy for “Find Your Fit”
The campaign’s distribution is a blend of broad awareness and hyper-targeted relevance. Initially, the campaign will focus on building awareness through Film (TVC – VOD). Subsequently, specific gym-going archetypes will be targeted with tailored messages, ensuring the campaign resonates deeply with its audience.
The Hallway CCO Simon Lee added, “One of the greatest pleasures of creating this campaign was working closely with Anytime Fitness Franchisees to get first-hand insight into the wonderful variety of people that frequent their gyms. We’ve allowed ourselves a little creative licence, but all the character types you see in the “Find your Fit” films are based very much on real gym goers. The message is clear, simple, and inclusive: whoever you are, you will find your fit at Anytime Fitness.”
Beyond “Find Your Fit”: The Future of Inclusivity at Anytime Fitness
“Find your fit” is more than just a campaign; it’s a movement. Hall teased, “We’re already working on further activations and initiatives that amplify this message of inclusivity to the fitness community and beyond. Watch this space.”
Anytime Fitness CMO Caitlin Bancroft said, “Our ambition is to be Australia’s most welcoming gym, open to anybody regardless of where they’re up to on their fitness journey. Through ‘Find your fit’, we’re celebrating gym goers in all their forms in a fun way that puts inclusion at the heart of our brand.”
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With “Find Your Fit”, Anytime Fitness Australia is not just launching a campaign; they’re starting a conversation. A conversation that challenges the status quo, celebrates diversity, and invites everyone, regardless of their fitness journey, to find their place. As the campaign rolls out, it’s clear that the message is simple yet profound: At Anytime Fitness, everyone will find their fit.
