In the past, Planet Fitness marketing has focused on talking about how we're not a gym – we're not intimidating, we're affordable, we offer a comfortable environment, etc. But we wanted to show what happens when all of that comes together for people.
For members, we wanted to create a place where they could find support and encouragement for whatever their fitness goal may be.
For non-members, we wanted to show how far you could go and what you could accomplish in our judgement free zone.
RTO+P built Planet of Triumphs to bring the true story of the brand to life. Through members uploading their own Triumphs big and small, elevating each others Triumphs and cheering everyone on, Planet of Triumphs has become a vibrant community and valuable member retention engine for the brand.
Launched over a year ago, the responsive site garnered 119,453 total joins in 2015 alone, and member Triumphs have been viewed close to 35 million times on planetfitness.com. Tens of thousands of user Triumphs posted and community comments and "elevates" (our Like button) in the hundreds of thousands. It has also generated numerous positive press stories for the brand.
