Planet Fitness Inks Major Partnership With Megan Thee Stallion
The fitness franchise continues to target Gen Z, this time joining forces with a Grammy-award-winning rapper
Fresh off the Times Square stage following the first performance of 2024, rapper Megan Thee Stallion is collaborating with popular low-price, high-value fitness franchise Planet Fitness for a new campaign and exclusive, co-branded merchandise.
Crowned the “Mother Fitness” by Planet Fitness, the Grammy award-winning performer stars in a 30-second promo telling a tale of an alarming gym landscape filled with toxic instructors and “fitspo fakes” before appearing in a purple cloud to rescue gym goers and transporting them to the “Judgement Free Zone” of Planet Fitness.
The youth-focused marketing move comes as the fitness industry awaits to discover who will take over the reins at Planet Fitness, which interim CEO Craig Benson is currently steering. A board member and Planet Fitness franchisee, Benson was appointed after the sudden ousting of former CEO Chris Rondeau in September.
Aside from the initial promotional push, Planet Fitness is planning an integrated marketing campaign that includes advertising, commercial spots, an AR filter, limited-edition co-branded merchandise and free in-app Planet Fitness workouts inspired by Megan Thee Stallion.
“Working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values,” said Megan Thee Stallion. “We want to encourage everyone to prioritize their physical and mental health heading into the New Year, so they can reach new heights in 2024 and continue to grow into the best version of themselves.”
All proceeds from the Planet Fitness x Megan Thee Stallion co-branded merch (available online at the Planet Fitness website) will go towards the Pete & Thomas Foundation, a non-profit founded by the performer that assists underserved communities. Dubbed ‘Thee Judgement Free Collection,’ the line includes ‘Big Fitness Energy’ crew neck sweatshirts, bucket hats, ‘Real Hot Girl Fit’ water bottles and stickers.
“Music plays a huge role in any fitness routine, so Planet Fitness is thrilled to be teaming up with Megan Thee Stallion to break down the barriers of fitness, help everyone focus on their fitness journeys, the ‘Judgement Free’ way, and channel their Big Fitness Energy,” said Jamie Medeiros, chief brand officer at Planet Fitness. “Megan Thee Stallion celebrates all the values of Planet Fitness through her dedication to physical and mental wellness, plus her powerful message of body positivity, which makes her an incredible partner for our brand.”
The fitness franchise is also promoting a limited-time offer until January 12 to join its “hassle-free” environment for $0.24 down and no commitment — an interesting deal, considering the fitness operator has been exploring a price increase.
Planet Fitness recently found itself on The Morning Consult’s top ten list of brands resonating with Gen Z, with one of its young members-turned-trainers noting that it’s not just the gym chain’s budget-friendly membership price that is attracting young fitness enthusiasts but its active presence on social media, flexible hours and friendly and inclusive atmosphere.
