New Anytime Fitness ‘Any body Any time’ promotion showcases inclusion

Anytime Fitness has launched a new advertising campaign for 2022 that aims to present the brand as both welcoming and inclusive, challenges stereotypes of gym goers.

The 'Any Body, Any Time' campaign, which will run until June this year, presents Anytime Fitness as a gym for all - no matter their body type, fitness level, ability or background - showcasing a diverse range of people with different needs, highlighting the various reasons they work out.

Premised on the notion that what healthy looks like is different for everyone, and the fact that many consumers are seeking brands that are making a social impact - the campaign is aimed at igniting self-confidence, encouraging people to embrace their individuality, and join the Anytime Fitness community.

Performics Mercerbell (PFXMB) led the campaign creative, media strategy, planning, and buying; encompassing large-scale OOH, TV, digital videos, social media, search and web components.

Introducing the campaign, Anytime Fitness’ Chief Marketing Officer, Caitlin Bancroft explained “from a brand perspective, this is more than just a marketing campaign.

“Social inclusion is a major health determinant. It helps everyone feel more connected, valued, and lead a healthier life. It is our mission to lead the fitness industry in advocating inclusivity - by transforming our culture, environment and member experience.

“We hope to bring this to life in our latest campaign, moving beyond being ‘just a gym’, and making a real impact on the health and wellness culture of Australia.”

With the knowledge that there are 4.4 million people in Australia living with a disability, Anytime Fitness has partnered with WeFlex, to conduct an accessibility audit to ensure all its clubs are designed to accommodate people with unique sensory needs and disabilities, including educating and certifying staff to train them.

Working together with Proud2Play, Anytime Fitness is also developing local community outreach and consultation plans to help all of its clubs connect with LGBTQI+ people and groups.

Images courtesy of Anytime Fitness.