# Empowering Fitness Campaigns Planet Fitness Dubbed Megan Thee Stallion "Mother Fitness" By Laura McQuarrie | Published 2024-01-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mother-fitness References: [planetfitness](https://www.planetfitness.ca/newsroom/press-release/planet-fitness-debuts-empowering-partnership-with-megan-thee-stallion-dubbing-her-as-mother-fitness-in-a-dynamic-collaboration-for-the-new-year) & [MotherIsHere](http://MotherIsHere.com/)  With the start of a new year, many people are making fitness-focused resolutions and investments in their health, and Planet Fitness partnered with Grammy award-winning artist, entrepreneur, philanthropist and health advocate Megan Thee Stallion to introduce her as "Mother Fitness" in a new campaign. As a performer who is constantly traveling, Megan makes a point to care for her mind and body with a wellness routine that unites music and movement. In this new campaign, Planet Fitness is introducing ads and commercial spots, an augmented reality filter and free in-app Planet Fitness workouts. To inspire people to lean into Big Fitness Energy, people can sport charitable, limited-edition co-branded merchandise like bucket hats and crewneck sweatshirts in support of the Pete & Thomas Foundation. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 58% | Activity: 79% | Freshness: 20% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Wellness Routines:** The partnership between Planet Fitness and Megan Thee Stallion highlights the importance of wellness routines that combine music and movement. - **Augmented Reality in Fitness:** The new campaign features an augmented reality filter, showcasing the increasing integration of AR technology in the fitness industry. - **Charitable Fitness Merchandise:** By offering limited-edition co-branded merchandise, Planet Fitness encourages people to show support for charitable causes while pursuing their fitness goals. ### Who This Affects Most - **Health and Wellness:** The partnership between Planet Fitness and Megan Thee Stallion reflects the growing trend and focus on health and wellness in society. - **Fitness Apps:** The free in-app Planet Fitness workouts align with the increasing popularity of fitness apps as a convenient way for people to exercise at home or on the go. - **Fashion and Apparel:** The introduction of co-branded merchandise allows the fashion and apparel industry to tap into the fitness and wellness market, offering stylish options for consumers. ## Related on Trend Hunter - [Diversity-Focused Fitness Campaigns](https://www.trendhunter.com/trends/united-we-sweat.md) - [Empowering Fitness Journey Campaigns](https://www.trendhunter.com/trends/reform-the-rules.md) - [Empowering Shake Campaigns](https://www.trendhunter.com/trends/oomph-for-your-boomph.md) - [Celebrity-Endorsed Sneaker Campaigns](https://www.trendhunter.com/trends/start-with-sneakers.md) - [Joyful Workout Commercials](https://www.trendhunter.com/trends/dynamic-campaign.md) - [Modernized Tech-Driven Fitness Platforms](https://www.trendhunter.com/trends/power-progress.md) - [Dream Workout Jobs](https://www.trendhunter.com/trends/dream-workout-jobs.md) - [Protein-Based New Year Collabs](https://www.trendhunter.com/trends/premier-protein-x-michelle-buteau.md) - [Social Media Fitness Hubs](https://www.trendhunter.com/trends/tiktokfitness.md)