The singer and actor joins Planet Fitness’ new advertising push focused on balance and mental well-being
Joe Jonas is closing out 2025 with a new fitness partnership.
The singer and actor has teamed up with Planet Fitness, revealing the collaboration in a post shared across his social media channels this week.
“It’s the giving season, and this season we’re giving balanced body and mind, am I right?” he captioned, tagging the high-value, low-priced fitness giant and using #PlanetFitnessPartner.
In the reel on social media, Jonas is first shown out to dinner, enjoying good company — along with food and wine — before admitting that his mind sometimes wanders to being “locked in” at Planet Fitness. The video then cuts to scenes of Jonas lifting weights, running on a treadmill and using the leg press, before returning to the night out. He closes by noting that just because he’s out enjoying himself doesn’t mean he can’t get to his “happy place” in the morning, as the reel ends with him walking into a Planet Fitness location.
The partnership lands alongside Planet Fitness’ “Finish 2025 Strong” campaign to keep would-be resolution-makers moving through the holidays with a limited-time $1 down, $15-a-month membership offer through Dec. 31.
“The last week of the year is often a lost week where people fall off their wellness routines,” Planet Fitness chief marketing officer Brian Povinelli said. “We are focused on motivating people to finish the year strong with an incredibly high-value experience where anyone can get a good workout, regardless of fitness level.”
Of course, amid the new year, other gym brands are making their own marketing plays. Crunch Fitness is leaning into ‘90s nostalgia with its new “Feel More” campaign, led by director Hype Williams and designed to appeal to Millennials and Gen Z’s desire for feel-good, community-focused fitness experiences.
24 Hour Fitness is getting in on the action, too. The gym chain is rolling out a new “Results Your Way” campaign, spotlighting upgraded equipment, remodeled locations and a more personalized in-club experience that includes expanded recovery zones, Pilates studios at select locations and management team members who are now certified in personal training.
Meanwhile, Planet Fitness is set to ring in 2026 front and center in Times Square, returning as the presenting sponsor of New Year’s Eve for the 11th straight year.
Beyond his partnership with Planet Fitness, Jonas is closing out 2025 as an active investor in the wellness space, having joined a roster of celebrity backers in Trip. The calming beverage brand raised $40 million amid growing consumer demand for functional, non-alcoholic drinks meant to support mental well-being.
