Social insight and creative strategy makes Australia’s biggest fitness group jump out

The Brief

Part of a global gym brand, Anytime Fitness Australia has more than 440 clubs and nearly half a million members. In a crowded fitness marketplace, they wanted to re-position their brand to both stand out and stand for something. Given our experience in the fitness sector and our unique data led approach, we were appointed as the agency of choice for their entire brand and communications offering.

Our Response

We started by collecting and analysing the online conversation in Australia around ‘gyms’ and ‘fitness’ using our social insight product, Whisper. We also collected and analysed Anytime’s entire member database, providing us with thousands of data points. The insight uncovered a lack of emotional connection between fitness brands and customers, which highlighted a space in the market for Anytime Fitness to own.

With more clubs and more members than any other gym brand, Anytime Fitness is the biggest fitness community in Australia. We used this compelling, ownable proposition to start re-articulating the brand.


With a strong proposition in place, the visual identity of the brand was refreshed with a confident tone of voice, aspirational photography and bold campaign creative that resonated with the Australian market. 

As each club is individually run, a crucial part of the project was maintaining brand consistency. Clear and detailed brand guidelines were introduced, along with an extensive marketing toolkit, including print-ready artwork for a range of marketing materials and messages which set the clubs up for the year. To get the franchisees on board we created separate internal communications and took Anytime Fitness on a roadshow around Australia. It was called ‘Move As One’. By investing time to take them on the journey with us, we were able to engage them and build their confidence in the brand. It worked. They were so keen to start using the comms that their commitment to making the first one day sale work played a huge part in its success.

Using our discovery process of research, insight and persona development, we also launched a new website, which made the most of our expertise in UX, UI and design.

As the new brand took shape, we began rolling out national campaigns. Our bravest campaign, titled ‘F*ck unfit’ was controversial and bold. Totally relatable to the Australian audience, it challenged the voice that stops people making that first move. Hard-hitting and disruptive the response was impressive.



The results

The first one-day sale we created for Anytime Fitness Australia smashed their previous best result, by delivering a 23% increase over their last sale. 

  • It achieved a month-on-month rise in new members
  • 11% increase in sign-ups in Nov. 2016 over Nov. 2015
  • 1,200 member referrals and 14% more prospects were generated by the Your Move campaign
  • 3,626 new members were generated by the F*ck Unfit campaign