Planet Fitness is launching its largest Canadian campaign since the U.S. brand established itself in Canada a decade ago.

The video, in 30- and 15-second versions, features a friendly city-living Sasquatch, whose experience entering a coffee shop is intended to represent the attention he inadvertently commands as he goes about his daily routine. At Planet Fitness though, the Sasquatch works out without anyone judging him.

Clara Lubansky, senior marketing manager for the international division of Planet Fitness, says the company introduced its ‘Judgement Free Zone’ philosophy in 1997 as a way to make first-time gym users feel comfortable joining.

“When we first launched in Canada, our research showed us that much like the U.S. market, ‘gym-timidation’ is a barrier for consumers struggling to begin a fitness routine or deciding to join a gym where they can feel comfortable to work out at their own pace,” Lubansky says. “As such, building awareness of all the factors that make up Planet Fitness’ ‘Judgement Free Zone’ has been central to our marketing approach from day one.”

Jessie Sorell, executive creative director at Narrative, which developed the campaign, says the Sasquatch featured in the campaign was given an engaging presence and is portrayed as likeable and relatable, while the campaign shows Sasquatch relaxed and comfortable at Planet Fitness.

Results from an Angus Reid Forum bilingual survey for Planet Fitness Canada revealed that a comfortable and non-intimidating environment is crucial for 61% of Canadians, second only to affordability (77%) and surpassing the importance of equipment (45%) and training availability (19%). This holds especially true for women, with 71% emphasizing its importance, compared to men at 50%.

The study also revealed that approximately one in five (21%) Canadians acknowledged experiencing feelings of judgement or intimidation while at the gym. This is more prevalent among younger individuals aged 18 to 34 at a rate of 35%, compared to 24% for millennials and Gen X and only 9% for boomers.

In fact, following social events or parties (39%) and public speaking (25%), the gym is the place where individuals feel the most judged (21%).

“The insights from our 2024 consumer survey validated that feeling judged at the gym is still a barrier to joining or working out at a gym for many Canadians,” Lubansky says.

She adds that given that a significant portion of the Planet Fitness media in the market is managed locally by franchisee partners, the national media strategy was aligned with their top-of-year plans to complement their local buys.

Bensimon Bryne handled media, continuing with the digital tactics that perform well in 2023, beefing up the plan for its most important time of year with TV, paid and organic social, and digital video across all of the provinces where Planet Fitness has a footprint.

Narrative PR handled public relations to amplify the fully-integrated campaign, including a Sasquatch sighting in high-traffic areas downtown Toronto, and at its College Park location, also in Toronto, on January 15.