Many people are scared to start their fitness journey for many reasons, but one major reason is because they are intimidated by the large, busy gyms filled with people who seem to know what they are doing. In recent years, various types of gyms have been created to combat this uncomfortable atmosphere people encounter. One gym is Planet Fitness, whose tag line is "Welcome the Planet Fitness. Home of the Judgement Free Zone." Instantly this shows that this gym welcomes people from all types of fitness backgrounds and wants them to feel comfortable at their gym. If you visit their website and go to the about page, you'll find more information on their goal to make their customers feel extremely comfortable. They emphasize numerous times about creating an environment that avoids the typical "lunky" feel of a gym and utilizing staff members to ensure a positive experience. Planet Fitness hired an advertising agency that seemed to fit well with what they wanted their branding to look like since they showed an interest in wanting to show differentiation from other companies. "What we want to do with Hill Holliday is build on our momentum and marketing success and reinforce that differentiated positioning to make sure people understand who we are and why we're different and open it up to a wider group of people," said the senior VP-marketing for Planet Fitness, Jessica Correa. As someone who personally struggles with "gymtimidation", a workout facility like Planet Fitness is appealing because it provides you with a guarantee of comfort and no judgement the second you walk in their doors.
www.planetfitness.com/About-Planet-Fitness-Gym http://adage.com/article/agency-news/planet-fitness-taps-hill-holliday-creative-media/305478/
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November 2016
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