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Retail: Planet Fitness

Creating instant fitness feels.

On this repisode: Planet Fitness High School Summer Pass.

Every summer, teens between the ages of 14-19 can work out for free all summer long at Planet Fitness with the High School Summer Pass.

During a season when school sports programs, gym classes, and after-school activities wind down, teens are looking for activities to fill their time. Over the past few years, the program has been hugely successful — with teens citing improved moods, confidence, and mental health because of the program. Teens also see Planet Fitness as a place to channel their energy into fitness during the summer months when they tend to get restless. Last year, 3.5 million high school students signed up for the program. This year, Planet Fitness is hoping to make the program even bigger.

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Challenge

Teens are a challenging audience to reach — their attention is fleeting, their BS meter is high, and they’re inundated with digital messages every second of the day. Our challenge was to ensure that our messages not only reached teens but also resonated with them. We needed to create content that teens could really see themselves in, content that felt less like an ad and more like entertainment.

Modern Consumer Insight

Teens feel a lot of pressure to have an epic, busy summer — 93% of teens say they want to stay active and healthy over the break. However, all too often, the summer simply passes teens by, leaving them restless, bored, and disappointed. Despite this, the last thing they want is another brand telling them how they should fill their time. 

Solution

Planet Fitness is here to give teens a fun place to supercharge their energy this summer for FREE with the High School Summer Pass. And no, this isn’t just a promo for a free gym membership. This is a show about a promo for a free gym membership.

“On this Repisode of High School Summer Pass” is a comedy series that parodies the teen dramas high schoolers often binge over the summer. It follows the lives of six teens as they embark on a fitness journey through the free High School Summer Pass program at Planet Fitness.

Created for teen-friendly platforms like TikTok and Instagram Reels, the ten episodes, or REPisodes, parody popular teen shows like “Riverdale” and “Outer Banks.” But instead of stereotypical teen drama like who’s making the football team or the latest breakup, each storyline is comedically centered around life in the gym and the key benefits of the PF High School Summer Pass. For example: How to live judgment-free in the "Judgement Free Zone,"... how to remain Gym Bros when there's tons of equipment to choose from.... even a rowing machine romance. 

Extra Extras. We also released behind-the-scenes content to give viewers an inside look at the making of “On this Repisode.” Inspired by the bonus content that might accompany your favorite teen drama, we’ll sit down with our actors post-episode to get their take on the series. 

A.I. Filters. We put our followers at the heart of the HSSP show through AI filters. Seeing themselves in a virtual yearbook photo, we gamified the experience and gave them a randomly generated “superlative” related to high school fitness — Best Form, Ultimate Gym Bestie, Cleanest Gym Locker, etc.

Results

  • 3MM+

    students signed up for its High School Summer Pass initiative this year.

  • 88%

    of teens noted an increase in their energy levels since signing up for the program.

  • 91%

    of parents confess their teens would have had a less productive summer and would not have been as physically active without High School Summer Pass.

  • 84%

    of parents said seeing their teen exercise has inspired other family members to get more physically active.

  • 87%

    of participating teens saw their mental health improve since signing up for the program.

  • 14.5MM

    workouts logged during a span of three-and-a-half months.

Awards

  • Clio Sports Bronze, Social Media/Multi-Platform

    2023

  • Digiday Best use of Social Media

    2024


“The ongoing success of our High School Summer Pass program reinforces that not only are teens looking for a place to work out, but they are seeing the long-term benefits of starting a fitness routine at a young age," said Chris Rondeau, chief executive officer at Planet Fitness. "We’re proud that we welcomed more than 3 million teens into the Judgement Free Zone® this summer, completing more than 14.5 million workouts, and helped them start and stick with their fitness journeys for years to come.”

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