New Anytime Fitness promotion welcomes every type of gym goer

September 13, 2023

Anytime Fitness Australia has launched a reboot of its 'Any Body, Any Time' campaign, aiming to undo the misconceptions of people feeling like they don’t belong in a gym and who, as a esult, are held back from achieving their exercise goals.

The 'Find Your Fit' video, directed by Paul Middleditch at Plaza Films, presents a typical day at one of the group’s 24/7 gyms, showcasing the full gamut of diverse members of the Anytime Fitness community with a tongue-in-cheek reverence that makes heroes of them all.

Rolling out through film executions, social media, out-of-home (OOH) and display advertising, the campaign, the campaign is based on research that shows that twice as many Australians feel they don’t belong in fitness clubs than feel they do.

Advising that the campaign aims to deliver on the company's ambition is to be Australia’s most welcoming gym, Anytime Fitness Chief Marketing Officer, Caitlin Bancroft explained “(our gyms are) open to anybody regardless of where they’re up to on their fitness journey.

“Through ‘Find your fit’, we’re celebrating gym goers in all their forms in a fun way that puts inclusion at the heart of our brand.”

The campaign is the first created by Anytime Fitness’ creative and media agency The Hallway, following a competitive pitch to the Collective Wellness Group’s subsidiary in April 2023.

Simon Lee, The Hallway’s Chief Creative Officer said one of the greatest pleasures of creating this campaign was working closely with Anytime Fitness franchisees to get first-hand insight into the variety of people that frequent its gyms.

Lee noted “we’ve allowed ourselves a little creative licence, but all the character types you see in the 'Find your Fit' films are based very much on real gymgoers.

"The message is clear, simple, and inclusive: whoever you are, you will find your fit at Anytime Fitness.”

Main image shows a still from the campaign.

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