The latest Anytime Fitness ad campaign aims to present the brand as Australia’s most welcoming and inclusive gym. In featuring diversity the ‘Any Body, Any Time’ campaign challenges the stereotypical representation of gym-goers.
The message from the campaign is that anyone is welcome at the Anytime Fitness chain, no matter their body type, fitness level, ability, or background.
A diverse range of people with different needs and reasons to work out feature in the TVC, including Paralympic swimmer, Timothy Hodge.
“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,” he said.
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.”
The Anytime Fitness “Any body, Any time” campaign will run from January until June 2022, but it’s not the only action the 24/7 gym chain is taking to address inclusion.
Anytime Fitness has partnered with WeFlex, which will conduct an accessibility audit of all the clubs in the Australian network, a step towards ensuring the gyms are designed to accommodate people with unique sensory needs and disabilities. This will include educating and certifying staff to train them.
Another initiative is a local community outreach with not-for-profit organisation Proud2Play which will develop consultation plans to help all of its clubs connect with LGBTQI+ people and groups.
Twenty years ago Anytime Fitness was established in the US; it launched in Australia in 2008 and today had more than 500 outlets across the country.
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