PLANET FITNESS

CD: Chris Larberg
CD: Justin Smith

ACD: Mary Buzbee
ACD: Lauren Meadows

GCD: Andrew DiPeri

Mother Fitness

Awards: Bronze Clio, Gold Indie Award
Press: Muse by Clio, Adweek, Adage, Adage Top 5, People, Campaign, The Drum,

Gyms can be intimidating, expensive, and just plain gross. That fact is probably why 80% of people don’t belong to one. The fitness world needed a hero, so Planet Fitness answered the call. INTRODUCING: MOTHER FITNESS, A.K.A MEGAN THEE STALLION.

Mother Fitness is the omnipotent, benevolent Goddess of Judgement Free who rescues hotties from toxic gyms and shows them that there’s a better place to work out: Planet Fitness.

When it came to announcing Mother Fitness to the world, there was only one right answer: main stage at Times Square on New Year’s Eve. In addition to a live performance, we introduced the masses to Mother Fitness through Megan’s own social channels, cobranded a limited release merch line that sold out in seconds, and even dropped MTS inspired workouts in the Planet Fitness app.