ACCELERATING GLOBAL EXPANSION FOR THE WORLDS LARGEST GYM FRANCHISE, PLANET FITNESS

Challenge

Globally, Planet Fitness is one of the largest Gym franchises. The brand entered the Australian marketplace in 2019 and it initially had consistent and steady growth.

As the model has proven tremendous success in Australia thus far, Planet FItness was looking for a partner to maximise their disruptive position in the fitness market quickly.

Results

By partnering with DRM as their full-service agency in the first half of 2024, Planet Fitness Australia achieved remarkable results:

Growth YOY (Q1)

Reduction in Cost Per Join (Q2)

Exceeded new club launch target (Jun – Jul 2024)

How We Did It

Precision Powered by Data: We harnessed the power of our advanced Attribution technology to dissect over two years of offline media data, revealing the real impact of TV and radio on driving web traffic. These game-changing insights allowed us to pinpoint the top-performing networks, fine-tune media strategies, and make data-backed decisions on where to invest, optimize, or even cut investment.
Strategic Media Optimization: By diving deep into historical data, we strategically refined both the media mix and allocated budgets, ensuring maximum impact across the most effective channels.
Search Reimagined: We didn’t just tweak, we transformed Planet Fitness’ Paid Search platform from the ground up. This included a complete overhaul of campaign structure, keyword strategy, and compelling ad copy.
Social Media, Supercharged: We gave Planet Fitness' Paid Social Strategy a complete makeover, injecting fresh energy and creativity into every asset.

“UNDIVIDED have been an important growth partner for Planet Fitness in Australia. Their integrated approach to media strategy and execution has delivered outstanding results, driving 28% year on year growth. Their team's deep understanding of our brand and target audience, combined with their data-driven approach and creative solutions, has allowed us to reach new heights. We're thrilled with the results and look forward to continuing our successful partnership.”

— George Andreolas, Head of Marketing

OUR CLIENTS

We are the strategic partner for ambitious brands. Whether they’re disrupting the industry or leading it, we’re here to fuel they’re growth and achieve extraordinary growth.

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Can I get unparalleled performance and growth 
Great question!

Here are the questions we know you’ll be asking.

What is a full service media agency?

Finding the ideal media agency in Australia's competitive market can be daunting. The key? Focus on their questions, not just their answers. Beyond expertise, the right agency is genuinely curious about your brand, digging deep to understand your challenges and aspirations. They become your partner, celebrating wins and navigating setbacks together.

At Undivided, we only take on 6-8 new projects each year and typically have a waitlist. During our discovery phase, ensuring that we identify the constraint of what is holding a brand back from performance is critical, then also identifying if our teams will work seamlessly in partnership. Some agencies play the volume game and are desperate for more clients, we limit our client numbers to ensure we can go deep and deliver in full.

We're ready to collaborate and achieve remarkable results. Connect with us today!