For many people who are looking to form healthy habits, joining a gym can often be one of the biggest barriers due to the intimidating atmosphere that's often present -- a fear that this Planet Fitness commercial aims to put to rest.
The ad suggests that judgement isn't really avoidable in many situations, but the gym shouldn't be a place where it's perpetuated. The gym chain conveys this by beginning the Planet Fitness ad with woman who's trying to adopt a cat from a pet store, which turns over a sign that reads "Not for sale" when she expresses her love for it. Next, the commercial pans to the same women while she's happily entering Planet Fitness, as she's met with fist pumps and friendly smiles.
With this, Planet Fitness shows that working out isn't just for fitness models, but rather for everyday people who are taking the steps to reach their personal goals.
Judgement-Free Gym Ads
This Planet Fitness Ad Shows That a Healthy Lifestyle Should Be Accessible
Trend Themes
1. Judgement-free Gyms - Creating a gym atmosphere that is inclusive and welcoming to people of all fitness levels and body types, enabling individuals to develop healthy habits.
2. Accessible Fitness - Making a healthy lifestyle attainable for people of all income levels and backgrounds, providing affordable and convenient fitness options.
3. Anti-stigma Marketing - Challenging stereotypes and stigmas associated with fitness and promoting a positive, empowering message around physical activity.
Industry Implications
1. Gyms and Health Clubs - Innovating fitness facilities to make them more inclusive, such as offering beginner-friendly classes and providing staff training on diversity and inclusion.
2. Fitness Apparel - Creating stylish and functional workout clothing that is available in a wide range of sizes and styles, catering to a diverse customer base.
3. Digital Fitness - Developing accessible and affordable digital fitness platforms, providing users with personalized workouts and training plans regardless of where they live.