Anybody Anytime

The campaign that sparked Anytime Fitness’s mission to become Australia’s most inclusive gym.

For many Australians, joining a gym can be intimidating. In fact, 50% of Australians feel intimidated to walk into a gym. It’s even worse if you’re part of the LGBTIQA+ community or one of the 4.4 million people living with a disability. 

So to relaunch Anytime Fitness & their new brand platform, we looked to disrupt the outdated perceptions of what ‘fit’ looks like by showcasing a more true, diverse and inclusive representation of what healthy looks like today. 

With a cast including a Paralympian, Wheelchair Bodybuilder, body positive influencer & diverse Anytime Fitness members, ANYBODY, ANYTIME empowered the very people who have been ignored in gym advertising, proving that when it comes to fitness, there’s no one-size-fits-all.

The ANYBODY, ANYTIME platform went on to spark a wider business mission to make Anytime Fitness the most welcoming gym in Australia. They launched national partnerships with minority organisations WeFlex and Proud2Play, and together are collaborating to support genuine diversity and inclusion across 500+ gyms: including accessibility audits, staff education, local community outreach and consultation with LGBTIQA+ groups. 

Interim results:

– 90% YoY increase in branded search volume

– 8% brand lift (from a 3% goal)

– Shifted our audience from mostly men to equally women

– Launch of a 4-Year Action Plan for Inclusion, Diversity & Equality

– Over 500 Clubs have committed to the Action Plan