Anytime Fitness has launched the ‘Any Body, Any Time’ campaign to promote the brand as the most welcoming and inclusive gym for all Australians by challenging the stereotypical representation of gym-goers.
The ad campaign aims to encourage Aussies – no matter their body type, fitness level, ability, or background – to join the Anytime Fitness community.
A diverse range of people with different needs and reasons to work out feature in the TVC.
Paralympic swimmer, Timothy Hodge, said “I spend plenty of time training as an athlete, but I hardly ever see people who look like me in gyms or gym ads. I’m proud to be part of this campaign that breaks the stereotypes and celebrates people being healthy and confident in their own way.”
Anytime Fitness’ chief marketing officer, Caitlin Bancroft, said “From a brand perspective, this is more than just a marketing campaign. Social inclusion is a major health determinant. It helps everyone feel more connected, valued, and lead a healthier life.
“It is our mission to lead the fitness industry in advocating inclusivity – by transforming our culture, environment and member experience. We hope to bring this to life in our latest campaign, moving beyond being ‘just a gym’, and making a real impact on the health and wellness culture of Australia.”
Taking a step towards further inclusivity, Anytime Fitness has partnered with WeFlex, to conduct an accessibility audit to ensure all its clubs are designed to accommodate people with unique sensory needs and disabilities, including educating and certifying staff to train them.
The 24/7 gym chain is also working with not-for-profit organisation Proud2Play to develop local community outreach and consultation plans to help all of its clubs connect with LGBTQI+ people and groups.
The Anytime Fitness “Any body, Any time” campaign will run from January until June 2022.
