Fitness Marketing
Inside the Top New Year’s Fitness Campaigns of 2026
This year, many fitness brands focused on reminding people about how good working out can feel, while some offered bold discounts and edgy messaging about the dangers of AI.
Solidcore’s Secret Weapon? Leaders Who Didn’t Come From Fitness
Led by former software engineer Shane McCarthy, boutique fitness giant Solidcore has embraced storytelling and outside-the-box thinking in its marketing and digital strategy.
Retro Fitness Bets on Retention With 3-Month Free Trial in January
As New Year's promotions flood the market, Retro Fitness is breaking from industry norms with a three-month trial aimed at long-term loyalty.
The Anti–Resolution Play? Top Fitness Brands Target Quitter’s Day in Creative Ways
As New Year's motivation fades and gyms thin out, fitness brands are meeting consumers on Quitter’s Day with support and long-term habit building.
Equinox Warns Against the Dangers of AI in Provocative Ad Campaign
Artificial intelligence may be changing life fast, but one thing remains predictable: Equinox opening the year with a controversial advertising splash.
Zumba Embraces the Emotional Power of Music in New Campaign
Featuring Daddy Yankee's hit "Gasolina," Zumba’s new global campaign taps into the pull of the right beat to keep people moving longer.
Pvolve’s New Jennifer Aniston Campaign Features Mental Health Tie-In
Jennifer Aniston headlines Pvolve’s new campaign as the boutique fitness brand adds a Headspace partnership and four-week New Year challenge.
Planet Fitness Taps Joe Jonas for New Year’s Social Media Content
Joe Jonas is partnering with Planet Fitness as gym brands battle for attention ahead of resolution season and the New Year's rush.
24 Hour Fitness Highlights Facility Upgrades in New Campaign
24 Hour Fitness is launching its “Results Your Way” strategy, highlighting personal training, remodeled clubs and recovery spaces.
Crunch Fitness Leans Into ‘90s Nostalgia With Hype Williams-Led Campaign
Crunch's new “Feel More” campaign leans into music, nostalgia and social connection as Gen Z seeks community-driven fitness experiences.
