A friendly way to fitness.

Planet Fitness: Black Card®

When Planet Fitness wanted to promote its elite membership (still a bargain when compared to other gyms), that package of perks needed to make gym-goers feel like a big deal—while getting a good one.

Modern Consumer Insight

A deep-dive into consumer behavior showed us 65 percent of women avoid the gym for fear of being judged, a powerful insight when paired with the importance modern consumers place on their friends and family when it comes time to make purchasing decisions.


Planet Fitness needed to lessen fear and remove intimidation for prospective members with a strategy that helped gym-goers get the most out of their membership—and share the experience with a friend. Anytime. At any location.


We introduced a new physical Planet Fitness Black Card® and tagline, All The Perks, and launched a fully integrated campaign centered around friends in a club, enjoying the many benefits of the membership in a funny, Planet Fitness way.



increase in membership


of those joins were Black Card® memberships


more joins than the previous two years