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Fitness in America has often been seen as intimidating, inaccessible, and unaffordable. Many individuals deprioritize their well-being due to a lack of motivation, support, and guidance. The COVID-19 pandemic exacerbated these issues, emphasizing the need to focus on health and well-being. To make this happen, most people demand flexible, frictionless experiences that cater to their unique and personal fitness journeys.

Planet Fitness, one of America’s largest, fastest-growing franchisors and operators of fitness centers, recognized the need to redefine well-being to meet evolving customer expectations. The pandemic's impact, which isolated millions from physical gym locations, further underscored this necessity. The objective was to create a comprehensive end-to-end digital experience that supports and motivates people of all ages, backgrounds, and fitness levels. Planet Fitness aimed to ensure that more individuals could engage with the brand daily everywhere.

So that Planet Fitness could help all Americans struggling to reach their fitness goals, we developed the strategic vision, "Make Judgement Free Fitness, Wherever You Are.” Research and data showed that by doing this we would be able to target 80% of non-gym goers who feel intimidated by perfect influencers, social validation, and expensive subscription models. This vision centered around three core pillars, which formed a comprehensive roadmap for digital transformation: customer acquisition, engagement, and retention.

Our brief for the team tasked with developing the transformation was threefold, but centered almost universally on ease, and accessibility for all regardless of age, or income.

1. Judgement Free Fitness The goal was to remove intimidation and welcome new members to work out, regardless of age, body type, or fitness level. This approach ensured that everyone felt motivated to start their fitness journey without fear of judgment.
2. Easy Access for All By making fitness accessible and frictionless, Planet Fitness aimed to provide free workout content and affordable sign-up options. This strategy was designed to make it easy for anyone to start their fitness journey without financial barriers.
3. Anywhere Engagement The strategy focused on connecting people to both digital and physical fitness worlds. Whether at home or in the gym, the objective was to provide seamless engagement opportunities.

Central to our transformation was a comprehensive overhaul of the Planet Fitness mobile app and website. Over the span of a year, the vision that bridged the gap between digital convenience and physical engagement was translated into a series of actionable designs, testable prototypes, and eventually, an app and site relaunch.

Standing apart from other digital-only fitness solutions, Planet Fitness offered an experience that allowed people to work out on their own terms, and more importantly, met them where they were – whether young or old, beginner or advanced, at home or at the gym, all at an affordable price point. For prospective customers, the free app made workout content available to anyone looking to start fitness. A redesigned sign-up flow made it easier for millions to join, including features like free summer passes for high school students and affordably priced memberships across 2,500+ gyms.

Real people, with diverse body types, are the face of the experience through photography and videos. A fitness profile quiz tailors the ideal workout programs for different people based on a few simple questions. Workout content was designed for all fitness levels, with a special focus on reaching beginners who are intimidated by knowing where to start. Scan-and-learn codes on the equipment provide tutorials for those wanting to know how to use the machines without feeling self-conscious. To reach the broadest audiences, the app and website were designed to be mobile-first and to exceed AA digital accessibility standards. Post-workout, every win was celebrated, and every check-in or activity was logged.

The vision was underpinned by a multi-year product roadmap aimed at driving a complete digital transformation. This strategy included an inclusive global design system, a governance and delivery model, CRM strategy, data and analytics strategy, and a global site redesign. Plus, an opportunity framework to identify high-value innovation features that would generate significant value for both the business and its members.