Planet Fitness Calls 'Bullfit' on the Fitness Industry with the Bike of Shame

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’.”

The new spot appears on social, digital and TV.