ANYTIME FITNESS CORPORATE PROFILE HOW TO
With Proud 2 Play, Anytime has embarked on an outreach program across the LGBTIQ+ community to know how to best connect with these diverse consumers. Its first step was partnering with WeFlex and Proud 2 Play. Published on the group’s website, it articulates the milestones Anytime is hoping to achieve to get there. This outlines the group’s intent and journey. To do this, Anytime has devised the IDEA (inclusive, diversity, equity and action) plan and roadmap. Read more SunRice marketing and insights chief departs Figures show about 4.4 million Australians live with a disability. Then there’s the significant opportunity around disability. “We still want to generate leads for the clubs, but it’s about filling the funnel from the top by driving more emotive brand awareness and appeal to anyone and everyone by ensuring people don’t’ feel intimidated to work out by representing who does actually workout in our gyms.” “We do have high awareness of the brand traditionally due to our footprint, but it wasn’t necessarily that people had warm feeling towards that. “ROI for us is changing perceptions of the brand, having consumer reappraise us from being a big box gym, and to drive awareness,” Bancroft said. She saw Anytime’s campaign as decidedly more female friendly in the face of a membership base that skews male (66 per cent). Read more The media and brand strategy behind Australia's new craft industry playerīancroft noted the sobering statistic 50 per cent of everyday consumers are still intimated to walk into a gym, while many women have changed gyms in the past in order to avoid harassment. "It is more than just a brand campaign, it’s a brand action designed to create a real culture of fitness inclusivity.” "They refuse to be judged just by how they look, and are pushing back on fitness industry stereotypes reflecting the same-old representation of what a ‘healthy’ body looks like," he said. Performics Mercerbell CEO, Jason Tonelli, said Anytime's target audience recognises their emotional fitness is just as important as their physical. Covid has brought this to the fore – we’re all searching for connection and community that’s bigger than ourselves.” “Another important shift was rather than just self-care, there was this community care element that was really important. Rethinking social norms and standing up for something was also strong across this group. “What we are seeing from this audience is prioritisation on mental health, as well as a refusal to be judged by how they look and push back on the body beautiful stereotypes. “Covid impacted by all of us recognising the importance of mental fitness as well as physical fitness and a more holistic approach to fitness,” Bancroft commented. Read more What brands need to know about QR codes in 2022 The first iteration of the campaign runs from January to June and encompasses large-scale out-of-home, TV, digital videos, social media, search and Web. The campaign creative was led by Performics Mercerbell, with the agency also tasked with media strategy, planning and buying. The impetus is to show ‘health’ and ‘fitness’ mean something different to each of us and that this individuality is embraced by the Anytime Fitness community. The ‘Any body, Any time’ campaign’s narrative focus is on challenging the stereotypical representation of gym goers by showcasing a diverse range of people with different needs and the reasons why they work out. It’s a significant shift in how marketing works.” “We were providing the ‘why’ of anytime, then they focus on the why for their specific clubs. “We have changed this marketing structure so that we will drive brand awareness and consideration, while the marketing zones, or local marketing areas and clubs, do the lead generation piece,” Bancroft said. Previously, head office supported the network and clubs primarily through lead generation. This has seen Anytime restructure marketing into support ‘zones’ backed by its support office. What also came from that survey was a catalyst for changing the marketing roles and ways of working across support office, local marketing and into the clubs. “We needed something that would inspire them, while improving those scores. There was a real disconnect between importance and effectiveness of marketing,” Bancroft said.
“It was clear that while marketing was important, it wasn’t doing a good enough job. An annual survey conducted six months prior showed that while franchisees saw the importance of marketing and campaign assets, their belief in its effectiveness was low. The secondary motivation was to improve Anytime Fitness’ franchise satisfaction.
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