SUCCESS STORY
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PLANET FITNESS: A JUDGMENT FREE ZONE®
For the gym chain Planet Fitness, the Mexican market has become synonymous with opportunity and expansion. Since its arrival in the country in 2022, it has managed to establish itself with a unique differentiator in the market: Planet Fitness is now recognized as the *Judgment Free Zone®* gym, where thousands of people can feel safe exercising while enjoying and prioritizing their personal well-being.
Planet Fitness has thus revolutionized a niche as complex as fitness, creating a unique space of respect and pride for each of its customers. With more than 20 clubs in operation and more openings on the way, the gym chain has reinforced its leadership, successfully closing the first half of 2024—a success in which Elogia has played a part. This has been achieved thanks to a jointly developed digital strategy focused on communicating the brand’s unique concept and increasing the number of new members through digital channels.
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ESTABLISHING CONNECTIONS WITH THE WELLNESS COMMUNITY
Given the growth of the gym industry in Mexico and globally, at Elogia, we recognized—thanks to prior market analysis—that the key differentiator was highlighting the *Judgment Free Zone®* philosophy that defines the brand’s DNA. The next step was to implement a personalized communication strategy to reach the right audience at the right time, ensuring the message achieved the desired impact.
This strategy was brought to life with a media split that allowed us to target specific audiences on social media, amplified through performance campaigns. We selected the most suitable channels for the brand, such as Google, Meta, and TikTok. Lead generation efforts strengthened brand communication via email marketing, using clustering tactics to deliver tailored messages.
In this way, we not only reinforced brand authority with every campaign but also forged connections with new prospects and reconnected Planet Fitness with former members. We showcased various promotions and benefits within their business plan, as well as announcements about new club openings.
JANUARY: THE CRITICAL MONTH FOR THE BRAND THAT RESULTED IN SUCCESS
Whether it’s setting personal health goals or renewing lifestyles after the year-end holidays, January is one of the most crucial months for this industry. Thanks to optimized investments and the implementation of DemandGen campaigns on Google Ads, we achieved positive results in terms of clicks and impressions on digital channels.
This approach further strengthened our robust Customer Journey, which was complemented by precise segmentation to target Planet Fitness’s audiences based on their geographic location and interests. As a result, January became a significant success for the gym chain.
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