New Year’s is noisy in the fitness category. Serious, intimidating brands loudly proclaim it’s time to set lofty goals and finally lose that weight. Planet Fitness is different. We’re here to remind the world of the instant fitness feels—those accessible, feel-good benefits that encourage more people to start and stick with fitness. And in 2023, Planet Fitness helped the world feel the daily fitness benefit we’re all craving more of: ENERGY. 

With the ever-growing demands of modern life and the ever-draining world events impacting daily life, the world is out of energy. In fact, 3 in 5 Americans feel more tired now than they’ve ever been in their lives. Too often we say, “I don’t have energy for fitness,,” when in reality, adding fitness to your life increases daily energy.  So how could Planet Fitness show the world that they could actually solve their low energy problem? Well, how does the world find out about any new health solution today? 

Pharmaceutical commercials. 

Introducing Low e. A very fake pharmaceutical campaign solving a very real energy problem. This fully integrated campaign launched on New Year’s Eve 2023 to highlight our lack of energy, but in a humorous and irreverent way—a tone that is rare in the otherwise serious fitness category. The campaign included a TV spot, full social strategy, experiential activations, exclusive offers through a GrubHub partnership, and even at-home test kits to test your Low e (with a free day pass to Planet Fitness included as a cure).

The campaign educated the world on low energy and the Big Fitness Energy solution Planet Fitness can offer, earning 2.4B media impressions, a 92% increase in Google search for Planet Fitness and contributed to nearly 1.4M new member joins, a 33% increase YOY.