offline to online

Optimize your offline marketing online: lessons from Planet Fitness

“So, what do you do for a living?”

“I lift things up and put them down.”

If that exchange isn’t ringing a bell, perhaps Planet Fitness’s commercial catchphrases will: “Not his planet, yours.” “No Gymtimidation, no lunks.” “We’re not a gym, we’re planet fitness.” “Lunk alarm.”

These catchphrases are all part of a $10-12m offline marketing campaign by Planet Fitness, the fastest-growing gym in America. 

The TV ads are funny and focused, they have real viral star quality. They’re aimed at the pain points of inactive people, who tend to feel insecure or annoyed by showiness at the gym.

They’re aimed at people who have been uncomfortable at gyms and thought, “This just isn’t for me.”

So far so good on the marketing front. The ads are memorable, targeted and appealing. Unfortunately, when you follow the campaign online, the wheels start to come off.