Phoenix is a key market for Planet Fitness. However, expansion from competitors like EōS and Crunch were stealing market share and memberships were trending down. They needed a big idea that spoke to locals and converted prospects into new members by answering the question, why Planet Fitness?

Planet Fitness isn't for gym rats or meatheads. It's for people who are active, but not necessarily athletes. Exercise is not only a part of their life, but also part of their social life. This led us to the insight that whether it's a daily workout or just your daily life, Planet Fitness is for Whatever you're getting fit for.