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The Most Accessible, Inclusive Fitness Experience in America

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The Most Accessible, Inclusive Fitness Experience in America by Huge

credits

Title
  • The Most Accessible, Inclusive Fitness Experience in America
Entrant
  • Huge

About This Project

Summary

Fitness for underserved communities is intimidating, inaccessible, and unaffordable. Many deprioritize their well-being due to a lack of motivation, support, and guidance. They need affordable, flexible, and frictionless experiences tailored to their journeys. Planet Fitness aimed to meet everyone’s needs, especially during COVID lockdowns that isolated millions from gyms. The goal was to create a digital experience to support fitness and ensure individuals everywhere could live healthier lives.

Goals & Objectives

Judgement Free Fitness: Remove intimidation and welcome all members, regardless of age, body type, fitness level, or cost. Easy Access for All: Provide free workout content and affordable sign-up options Anywhere Engagement: Connect people to digital and physical worlds, ensuring seamless engagement

Results & Impact

Planet Fitness ranked #1 health and fitness app in the App Store, with a 20% rise to a 4.8/5. The app saw a 2.3M increase in users and an 83% YOY uplift in workout sessions from 2022 to 2023, reaching 8.3M active users. Membership grew to 18M across 2,500+ locations, up 1.7M from the prior year.

the team

Alex Bluman
  • GVP Client Partnership
  • Huge
Diego Nicolau
  • Executive Creative Director
  • Huge
Cavan Huang
  • Executive Creative Director
  • Huge
Andre Souza
  • VP Strategy
  • Huge
Chris Tanabe
  • Director, Product Management
  • Huge
Josefine Hedlund
  • Director, Project Delivery
  • Huge
Jon Hackett
  • VP Technology
  • Huge
Jay Barbarich
  • Creative Director
  • Huge
Gregory Rakovsky
  • Senior Product Manager
  • Huge
Jeremy Doehnert
  • Associate Director - Program Delivery
  • Huge
Andres Velez
  • Associate Creative Director
  • Huge
Allison Henry
  • Visual Design Lead
  • Huge
Cindy Hu
  • Director, Data Analytics
  • Huge
Morgan Snouffer
  • Associate Director, Content Strategy
  • Huge
Paul Barber
  • Chief Information Officer
  • Planet Fitness
Jamie Medeiros
  • Chief Brand Officer
  • Planet Fitness
Lisa DeBenedictis
  • Senior Director - Product Management
  • Planet Fitness
Justin Unger
  • Senior Director - Partnership & E-Comm
  • Planet Fitness
Jenna De Marco
  • Director, Digital Communications
  • Planet Fitness
Hallianna D'Andreti
  • Product Manager
  • Planet Fitness
Michelle Cominos
  • Product Manager
  • Planet Fitness
Michael Mizener
  • Product Manager
  • Planet Fitness
Steph Hudson
  • Sr. Content Manager
  • Planet Fitness
Cassie Baldwin
  • UX Manager
  • Planet Fitness
Pete Ikemoto
  • Director Tech
  • Planet Fitness
Jason Deitchler
  • Director Software Engineering
  • Planet Fitness
Erin Wright
  • Sr. Technical Delivery Manager
  • Planet Fitness
Theresa Centeno
  • Delivery Manager
  • Planet Fitness
Adam Henker
  • Delivery Manager
  • Planet Fitness
Jeremiah Dow
  • Web Developer
  • Planet Fitness
Rob Callahan
  • Sr. Web Developer
  • Planet Fitness
Lucy Fox
  • Web Optimization Manager
  • Planet Fitness
Stephen Chaloner
  • Director, Analysts
  • Planet Fitness
Coherent Solutions
  • Tech and Development
Ryan Byrne
  • Mobile Tech Lead
  • Planet Fitness
Keith Locke
  • Visual Design Lead
  • Huge
Priyanka Saha
  • Experience Design Lead
  • Huge