Planet Fitness
Creating America's most inclusive fitness experience
Millions of people, nearly 80% of all Americans, struggle with their overall wellness and do not workout or go to a gym. Planet Fitness one of worlds fastest growing fitness companies, needed to transform their business to meet changing customer expectations, especially when millions were cut off from their gyms coming off the pandemic. They partnered with Huge to create an end-to-end experience that supported and motivated people based on a Judgement Free ethos. I led the team that redesigned the experience across app, web, crm, and in-gym touchpoints. Our efforts delivered the #1 fitness app in the app store, an 83% increase in workout engagement and help welcome over 18.6 million members, up 1.7 million from the previous year.
PLANET FINESS CASE STUDY
Designed for everyone
To activate the ethos of ‘Judgement-Free Fitness’, every aspect of the digital experience was redesigned to be accessible. An inclusive global design system, ensured the new app and website were designed to exceed AA digital accessibility standards. Real people with diverse body types are the face of the experience, throughout photos and videos.
Easy access for all
The free app made workout content available for anyone looking to start fitness and free day passes for those wanting to try the gyms. A redesigned sign-up flow on the web made it easier for millions to join with affordable memberships across 2,500+ gyms.
Personalized journeys
A fitness profile quiz asks a few simple questions before providing tailored workout programs based on member’s motivation, levels and experience. By setting a motivation, members could engage with workout programs tailored for that specific goal.
Guidance and support for those who need it
The app bridged the digital world and the physical world for members. Whether at home or at the gym, hundreds of workouts and workout programs were easily accessible, anytime on demand. At the gym, scan and learn QR codes on equipment provide in-app tutorials for novice members and those who don’t know where to start.
Celebrating every milestone
My Journey tracks activities manually or automatically via wearables and logs them without intimidating charts or stats. From getting off the couch, to checking-in, to completing a workout, every win is celebrated.
