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Planet Fitness Calls 'Bullfit' on the Fitness Industry with the Bike of Shame

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Barkley aims to 'Stop the Bullfit' in social, digital and TV campaign

Planet Fitness Calls 'Bullfit' on the Fitness Industry with the Bike of Shame

Planet Fitness is calling 'bullfit' on myths that exercise performance is motivated by competitive classes, intimidating workout environments, and fitness shaming with new research and a new Stop the Bullfit campaign from independent agency Barkley.

The fitness chain published The Bullfit Report, which uncovers Americans' true feelings and misperceptions about health and wellness. One such finding in the report states that making fitness a 'competition' isn't a win and that head-to-head challenges are demotivating to the majority (55 percent) of Americans who don't currently belong to a gym. In fact, 68 percent find leaderboards specifically demotivating.

The concept is illustrated in the 'Don’t Ride the Bike of Shame' spot, where new gym-goer Carmen falls further behind on the scoreboard. She is group shamed by a spin instructor-turned-military sergeant who instructs the class to give Carmen the 'hiss of shame'.

“The fitness industry has focused on the fit getting fitter for far too long, ignoring and even demotivating the roughly 80 percent of Americans who don’t yet belong to a gym,” says Chris Rondeau, chief executive officer of Planet Fitness. “At Planet Fitness, we believe people can work out on their own terms and live healthy, happy lives, versus perpetuating certain myths that you should be ‘living to work out’.”

The new spot appears on social, digital and TV. 

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Client: Planet Fitness

Chief Executive Officer: Chris Rondeau

Chief Marketing Officer : Jeremy Tucker

VP, National Marketing : Jame Medeiros

National Brand and Creative Director: Carrie Anderson

Senior Manager, Digital Marketing: Jenna De Marco


Agency: Barkley

EVP, Executive Creative Director : Katy Hornaday

Group Creative Director : Doug Hentges

Creative Director : Chris Cima

VP, Director of Integrated Production : Melany Esfeld

Sr. Producer : Shawn Wallace

Director of Business Affairs : Anne Thomasson

Associate Creative Directors : Jeremy Gilberto, Jordan Breindel

Sr. Project Manager : Tifany Wrzesinski

VP, Brand Leader : John Hornaday

Brand Director : Julie Barr

Sr. Brand Manager : Jane Skaggs

Sr. Brand Manager : Ashley Cox

Brand Manager : Haley Martin

Executive Strategy Director : Chris Cardetti

VP, Strategy Director : Howard Laubscher

Strategist : Emily Ladig


Production Company : Picrow

Director : Fatal Farm

Production Company Producer : Alejandro Aguiar

Director of Photography : Byron Kopman

Production Designer : Ben Gerlis

Content Production Company : BicMedia

Executive Producer : Corwin Carroll


Editorial Company : Cutters

Editorial Company Producer : Patrick Casey

Editor : Aaron Kiser


Post Production Company : Flavor

Post Production Company Producer : Kate Smith

Audio Post

Post-Audio Company : Post Haus

Post-Audio Engineer/Mixer : Brock Babcock

Music : Alibi Music

Genres: Comedy

Barkley, Thu, 09 Jan 2020 11:34:54 GMT