Anytime Fitness Campaign Supports People Training for Everyday Life

Anytime Fitness is launching a new campaign and platform for people who don’t want a fitness plan that becomes their life - but, rather, a fitness plan that helps them better live their lives each day.

'Train for Your Life' fights against unattainable fitness goals right as the New Year arrives. Not everyone is training to be an Olympic athlete or triathlon contender - most of us are just trying to handle all that everyday life throws at us. 

The idea is that the Anytime Fitness experience can help them train to handle the daily realities of life. It offers the network of Anytime Fitness coaches who design personalised plans focused on training, nutrition, and recovery, all accessed and managed via the Anytime Fitness App along with the integration of Apple Fitness+ workout content. Members also have access to - more than 5,200 Anytime Fitness club locations worldwide, across 42 countries and territories on all seven continents. 

“No one wants to break a sweat walking up a flight of stairs or opening a jar of pickles,” said April Anslinger, global chief marketing officer, Self Esteem Brands, parent of Anytime Fitness. “Anytime Fitness helps people around the world to train for all of life’s moments - no matter how big or small. Just real people making real fitness progress.”

More than a campaign, 'Train for Your Life' is a brand platform to house multiple ideas time and time again throughout the year - because everyday life happens literally every single day for Anytime Fitness members. The platform was made in partnership with Anytime Fitness’ creative AOR Mischief @ No Fixed Address. Anytime Fitness and Mischief also created a campaign to celebrate the launch of the Apple Fitness+ partnership.

This instalment, featuring Arnell Powell once again as an Anytime Fitness Coach spokesperson, includes two hero :30 spots with 360 elements such as social OLVs, banner ads, and audio across radio and Spotify. 

Howard Finkelstein, group creative director at Mischief, said, “We were thrilled to get Arnell back in the gym as our coach spokesperson for some more fun, after the success of our Super Bowl stunt. We don’t know how Arnell manages to nail his lines after doing 500 sit ups to camera, but we’re impressed - and a little scared.”

Earlier this year, Anytime gamified the Super Bowl with Powell to give people the chance to win a trip anywhere in the world there is an Anytime Fitness (which is quite literally on every continent) every time they heard the word 'anytime.' It was said three times. The stunt led to a 2,171 percent increase in social mentions and the highest brand favourability hike Anytime had ever seen.