Planet Fitness is deploying a hairy creature and gym archetypes in the second phase of its Sasquatch campaign, which first introduced the beast to a Judgement Free Zone in January 2024. In the updated campaign, Sasquatch introduces viewers to The Kettlebell Queen and the Kilometer Collector, among others, each of whom enjoys their own unique approach to breaking a sweat.
“We were happy with last year’s results in re-emphasizing our unique Judgement Free Zone positioning,” explains Clara Lubansky, senior marketing manager of the international division at Planet Fitness. “That’s why we’re excited to continue to work with our Sasquatch mascot as he continues his fitness journey, while highlighting the diverse fitness community we have in each of our clubs across Canada.”
That journey has manifested itself as “The Sas-Squad,” with the creature integrating himself into the gym and befriending its members.
Planet Fitness says it saw an opportunity to showcase how it offers more than just a gym for beginners and that its network of clubs across Canada offers welcoming and judgement-free fitness communities for every one. “We want to speak to anyone who is interested in fitness, whether they are a beginner looking for guidance or an elite athlete training for their next event,” Lubansky tells strategy.
Planet Fitness is focusing on TV and CTV, along with additional streaming and digital support, Lubansky explains. Franchisees also have highly integrated media campaigns that they run locally.
Last year, Planet Fitness took Sasquatch to the streets, where he engaged with a variety of Canadians on Toronto’s Yonge Street, handed out gym swag and brought a few new members into the College Park location.
On the experiential side for 2025, Planet Fitness planned to host an exclusive 30-minute workout at its College Toronto location on Thursday, featuring the Sasquatch as special guest.
“This year, we wanted to build on that engagement and bring media and influencers in to experience Planet Fitness’ Judgement Free atmosphere for themselves – from the inclusive environment to the amenities and the fitness instruction included in every membership,” says Jessie Sorell, executive creative director at Narrative XPR, which handled strategy, creative and publication relations.
According to Sorell, it wants to nurture community as they start their fitness journey, but also as they grow and evolve their fitness goals. “It’s part of why we offer family-focused incentives like open houses during key times of the year, and free memberships for teenagers during the school summer break.”
Bensimon Byrne handled the buy.
