Planet Fitness

Branding, advertising, research, strategy, digital

Since opening in 1995, Planet Fitness has aimed to become South Africa’s most loved health and fitness brand. Squiggle was the sole advertising and branding agency of Planet Fitness from 2005 until 2019. During that time we were instrumental in growing the brand from 10 fitness centres to over 45 today.

One of our earliest considerations was that the Planet Fitness brand was more aligned to an American feel and also didn’t have a recognisable colour. We did a major overhaul of the identity which included designing new elements for every touch point of the business.

A positioning of ‘find your balance’ was developed which included a comprehensive branding campaign – a first for Planet Fitness which up until that moment had only done flyers and print advertising. This positioning of find your balance works perfectly where modern people have 3 areas where they spend their time – work, home, and in the gym.

2 different gym offerings were identified which was for a cheaper option JustGym (see more on the JustGym brand here), and for a premium option, Planet Fitness Signature.

Tap here to view the website for Planet Fitness.