Parking a few steps from the gym door is kind of like ordering a cheeseburger and a diet Coke. Isn't it? Anytime Fitness won't dictate where its members leave their wheels, but the international 24/7 gym chain is encouraging its workout warriors to go the distance, even before they hit the treadmill. As part of a new campaign, the gym has created reserved spaces in the farthest reaches of their parking lots. How far? Several football fields away, whenever possible. How's that for turning your life into a gym?
Gold's Gym is acting quickly today to defuse a PR crisis sparked by an Egyptian franchisee who created a social media post that showed a pear and said "This Is No Shape for a Girl." (UPDATE: The gym chain has posted a lengthy explanation and apology on Facebook where the company says it has terminated its franchisee agreement with the location behind the ad. See below for the company's full statement.) While the Egyptian location has apologized for the image, it remains in circulation on social media, with many thinking it's an official marketing image for the gym chain. This morning, Gold's Gym's official Twitter account has been responding to many of the ad's critics.
Lots of people join a gym at the beginning of the year, then quit within a few months. To keep customers coming back, CrossFit chain Brick and agency BBDO New York created a series of custom nesting dolls that illustrate the stages of progress that gymgoers will see if they stick with their fitness plans.
Given the rough few years he's had lately, it's not surprising Arnold Schwarzenegger might want to be someone else for a while. He's making a habit of it, anyway.
Getting ripped at a luxury gym will make you want to get more naked everywhere, says luxury gym Equinox. OK, if your prerequisite for being comfortable getting more naked everywhere is having the body of a super-fit fashion model, sure, makes sense. Getting ripped at a luxury gym will also make you want to get a black eye, though, or stow away with your buddy in the trunk of a luxury Mercedes, says Equinox. That makes less sense, because it's dumb to get punched in the face, or cram two people into the trunk of a sedan. The images in the new print and digital campaign from Wieden + Kennedy in New York, shot by photographer Robert Wyatt, feature the tagline "Equinox made me do it," because writ large, getting ripped at a luxury gym will make you feel like a badass, says the company. That means all kinds of new confidence and adventures with your high-end fashion accessories. It's not dissimilar in spirit to a highly sexualized campaign, shot by Terry Richardson, that the brand pulled amid criticism late last year. It's just toned in favor of a more ambiguously suggestive and playful sort of mischief, which makes it right on target for a health club that likes to hire fashion photographers to give it that vague haute glow. The new campaign even approaches direct relevance to the brand's actual product—fitness—with the shot of the guy in the ice bath, assuming he's recovering from a particularly intense workout … though he probably doesn't really need to bring that fancy watch into the tub with him. More images, a video and credits below.
Fitness chain Virgin Active brings a free-spirited, born-to-be-wild attitude to this minute-long spot, showing a determined guy in underpants riding a motorbike at high speed across a dusty South African desert.
North Korean strongman lardass Kim Jong-un should take some advice from New York Sports Clubs: "Exercise reduces aggression and makes you more attractive to others.
You may dream about this, but no one ever does it. Until now. Frank Jonen, who runs his own small Web design company, claims he wasn't paid properly by Fitness SF, one of his clients. So, he went and replaced the Fitness SF website with an angry letter about how evil the bastards at Fitness SF are. Amazing. To many, Jonen will be a hero. To others, he will now be someone they would never, ever hire for work. Via The Denver Egotist. Screen grabs and full text of the letter below, for when Jonen's masterpiece is taken down. UPDATE 1: Fitness SF disputes Frank Jonen's claims, telling Adweek in a phone call Thursday that Jonen was paid and is now trying to blackmail the company and extort more money from them. UPDATE 2: Fitness SF gave this statement to Adweek on Friday: "On Wednesday evening, our domain name Fitness SF was hacked and stolen by an individual named Frank Jonen. Frank was hired on May 16th, 2012 to develop a functional website for our brand. A $5,000 payment was made to him on the same date. In his proposal, he stated that the website would take 10 weeks to complete. He missed numerous deadlines including our brand launch in September. In December, he voluntarily passed the incomplete and non functioning website to our new design firm. Now, Frank is attempting to portray himself as the victim when truly the victim is Fitness SF as he attempts to get paid for work he did not complete and has decided that blackmail is the way to accomplish that."
Planet Fitness is all about making you feel good about yourself, without all the hard-core B.S. of traditional gyms. That attitude is central to the brand's new ad campaign from Red Tettemer + Partners, based around the good old-fashioned pat on the back, or "POTB," a "gesture of respect and encouragement" that embodies the brand promise. The campaign includes a manifesto print ad, an online spot and a Facebook app called the POTB Generator, which lets you dole out pats-on-the-back for just about anything. Now, the agency is taking things into galactic territory with a humorous open letter to NASA, in which it gives Pluto, that onetime planet and current dwarf planet/loser, a much-needed POTB. The whole letter is quite funny, although the Red Tettemer writers get a +1 for getting the phrase "playing dodgeball with Uranus" in there. NASA's New Horizons spacecraft is already on its way to Pluto; it left in 2006 and is expected to reach the distant hunk of ice and rock sometime in the summer of 2015. But Planet Fitness wants NASA to send another rocket, one that won't scientifically observe Pluto so much as emotionally empower it—a POTB "from one planet to another."