As Vaccinations Continue, Gyms Shift to Hybrid Models to Increase Membership Numbers

Planet Fitness, Orangetheory and Physique 57 are trying to meet users where they're comfortable

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When the pandemic upended life as we knew it, Planet Fitness got to work.

On March 13, 2020, CMO Jeremy Tucker watched as the gym closed locations and decided he and his team couldn’t just wait for something to happen. By the end of that weekend, Planet Fitness created United We Move, an initiative offering free workouts for members on its app and across social platforms.

“I realized the most important thing to do during this time was to keep people moving,” Tucker said.

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This story first appeared in the April 5, 2021, issue of Adweek magazine. Click here to subscribe.