Planet Fitness Taps Apple Music for In-Gym Pop-Ups, Subscription Deal

Leaning into the soft clubbing trend, Planet Fitness has tapped Apple Music for a ’90s-themed party night at its gyms. The collab also gives new members up to three free months of Apple’s music-subscription platform

Planet Fitness has made no secret of its ambitions to capture Gen Z as its main demographic, with its wildly successful High School Summer Pass program serving as a funnel and its new partnership with activewear brand Gymshark to go even further.

But it hasn’t forgotten Millennials, and the songs near and dear to their aging hearts.

The high-value, low-price (HVLP) fitness giant is hosting a ’90s Night pop-up at more than 600 of its U.S. clubs, featuring a curated playlist from Apple Music,  ’90s decor and other related activations.

Salt-N-Pepa’s DJ Spinderella is on board, hosting a one-hour set at Planet Fitness’ Crenshaw club in Los Angeles on July 22.

The event runs in tandem with the chain offering new members up to three free months of Apple Music for those who sign up for a membership through July 31. Classic Card members (Planet’s base tier, at $15 per month) will receive up to two months of Apple Music, while Black Card members ($24.99 per month, with access to massage beds, tanning and red light therapy) will receive three months.

“Music is a powerful motivator, so we’re excited to team up with Apple Music to provide members with free access to their favorite songs and get the best out of their workouts,” said Justin Unger, senior director of partnerships at Planet Fitness. “Together with Apple Music, we’re providing the opportunity to find your rhythm and get into the workout groove in a welcoming, Judgement Free environment.”

While Planet Fitness spins records for the ’90s crowd, the gym giant is facing a class action alleging it overstated the success of its strength-training marketing push ahead of a steep stock decline in May.

Planet Fitness isn’t the only HVLP operator banking on nostalgia.

Crunch Fitness launched its own ’90s-themed push in December, tapping director Hype Williams for a “Feel More” campaign set to “This Is How We Do It.” Crunch chief marketing officer Chad Waetzig told ATN at the time that Crunch’s research found younger members turn to ’90s comfort as an escape from a stressful world, with music doing much of the emotional lifting.

The event also comes as the trend of “soft clubbing” — alcohol-free social mixers — gains traction inside gyms across the U.S.