Grammy-Winning Rapper Becomes ‘Mother Fitness’ in Partnership with Fitness Franchise
It’ll be a rappin’ New Year’s Eve in Times Square when Megan Thee Stallion celebrates her new partnership with Planet Fitness as “Mother Fitness.” Planet Fitness embarks on the marketing initiative in a bid to grow its slice of the highly competitive gym industry. Revenue in the U.S. fitness, health and gym club industry totaled some $30.6 billion last year and is expected to increase modestly, to $30.8 billion, when tabulations for 2023 are completed, according to Statista.com.
Planet Fitness already has debuted a 30-second commercial showing Megan Thee Stallion as a purple-hued proponent of a fitness and health, Ad Age noted.
“The landscape of fitness was bleak,” she says in the ad, describing “toxic nastiness” before urging viewers to visit Planet Fitness, “where everybody can work out in their own way.” Her song Body plays in the background. She exhorts viewers to shape up at Planet Fitness, where they can leave behind intimidation and high prices.
Planet Fitness Ad Campaign
Megan Thee Stallion is known as a workout enthusiast who focuses on fun in her fitness. The 28-year-old will spread that philosophy on behalf of Planet Fitness in commercials, through an AR/augmented reality filter, in app-accessed Planet Fitness workouts, and via co-branded merchandise (clothing and more available on the Planet Fitness store website). All proceeds from the co-branded items will benefit her Pete & Thomas Foundation. The nonprofit, whose name is derived from her parents’ surnames, assists and uplifts women, children, senior citizens and underserved communities in her hometown of Houston and across the world.
In a Planet Fitness news release, the musician states that “working out is such an important part of my routine, so this partnership with Planet Fitness genuinely embodies my personal values. We want to encourage everyone to prioritize their physical and mental health heading into the New Year, so they can reach new heights in 2024 and continue to grow into the best version of themselves.”
In a People magazine article about the Planet Fitness partnership, Megan Thee Stallion delved into her overall lifestyle. She pays attention to her mental health, she told People, and watches what she eats. “Having a healthy and balanced diet is a huge part of my process. I’ve integrated a lot of fruit and vegetables into my meals — I love protein-rich meals and I drink lots of healthy smoothies — so I’m definitely proud of the adjustments I’ve made,” she says in the article.
“It takes a lot of discipline and consistency, but I try to be extra health-conscious with everything I put into my body.”
Planet Fitness Goals
Jamie Medeiros, chief brand officer at Planet Fitness, says his company hopes the singer can help the brand “break down the barriers of fitness, help everyone focus on their fitness journeys” via Planet Fitness’s trademarked Judgment Free Zone. “Music plays a huge role in any fitness routine, so Planet Fitness is thrilled to be teaming up with Megan,” he says. Medeiros also praises Megan Thee Stallion’s “dedication to physical and mental wellness, plus her powerful message of body positivity, which makes her an incredible partner for our brand.”
Planet Fitness repeats as a presenting sponsor of the Times Square New Year’s Eve celebration, and Megan Thee Stallion will be the first New Year performer on the Planet Fitness stage in ABC’s Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2024.
The Planet Fitness franchise is known for low-cost memberships and top-notch equipment. Its free Planet Fitness App is available to everyone, nonmembers as well as members. The app gives access to wide-ranging exercises such as cardio, yoga and strength training – and as a bonus, exclusive workouts inspired by Megan Thee Stallion.
About Planet Fitness and Megan Thee Stallion
Founded in 1992 in New Hampshire, Planet Fitness has about 18.5 million members and nearly 2,500 units operating in all 50 states, the District of Columbia, Puerto Rico, Canada, Panama, Mexico and Australia. More than 90% of Planet Fitness stores are independently owned and operated.
Planet Fitness has chosen a potent partner in Megan Thee Stallion. In November 2022, she was the first Black woman to appear on the cover of Forbes magazine’s Under 30 issue. In 2020, she was named one of Time magazine’s 100 Most Influential People. Medeiros has high hopes for the partnership with her, telling Ad Age: “She’s able to bring her personality to the spot and also break it down with humor and some irreverence in a way that gets people talking but also allows us to showcase that fitness doesn’t have to be intimidating or serious all the time.”
Ad Age reported that Craig Benson, interim CEO for Planet Fitness, emphasized that he wanted to raise the brand’s profile with Gen Z (people born between 1981 and 1996). “We need to do that to make sure that we have an opportunity to get our story out there, because these Gen Zs and what have you are much more into value but also into what do you stand for.”
