THE CHALLENGE:
With millions of members and a large digital community across the U.S. and Canada, Planet Fitness needed a strong social media operation capable of maintaining brand consistency, engaging audiences at scale, supporting franchise marketing efforts, and amplifying key brand partnerships and cultural moments.
OUR APPROACH
We led social media operations across Planet Fitness channels, building systems and strategies that improved team performance, strengthened community engagement, and supported the brand’s broader marketing initiatives.
Our work included:
Leading a 20-person social media team responsible for content execution, community management, customer engagement, and brand reputation support
Managing social communities reaching 5M+ followers across Planet Fitness U.S. and Canada channels
Developing onboarding programs, coaching frameworks, and performance best practices to improve team efficiency and consistency
Building workflows that supported timely, high-quality customer interactions across social platforms
Partnering with franchise owners to align local marketing campaigns with national brand strategy across multiple regions
Analyzing engagement metrics, audience insights, and campaign KPIs to optimize content strategy and improve performance outcomes
Social Strategy & Community Growth
We helped strengthen Planet Fitness’ connection with its online community by combining operational excellence, data-driven insights, and a people-first approach to social engagement.
Key focus areas included:
Community management and audience engagement
Brand voice consistency across markets
Partnership and campaign amplification
Social content optimization
Customer experience support
Franchise collaboration and local marketing alignment
Performance reporting and strategic recommendations
Partnerships & Brand Campaign Support
We supported Planet Fitness’ partnership initiatives and high-visibility brand moments by managing social engagement, community conversations, and campaign amplification.
Our work included:
Supporting partnership-driven campaigns featuring brand ambassadors and cultural moments, including initiatives with Joey Logano
Managing social engagement around major seasonal and promotional campaigns, including New Year’s-focused fitness initiatives designed to drive motivation and member participation
Helping translate partnership messaging into engaging social content that connected with audiences while maintaining brand voice consistency
Addressing community questions, encouraging participation, and reinforcing positive brand sentiment during key campaign moments
OUR IMPACT
Through strong team leadership, scalable social operations, and strategic partnership support, we helped deliver a consistent, engaging digital experience for one of the world’s largest fitness brands while supporting campaigns that connected with members across multiple markets.