Serena Portfolio - Planet Fitness (4).png

Planet Fitness

Business Growth Opportunities

The Ask:

Identify growth opportunities you feel you could take to our Planet Fitness client on top of the existing campaign our agency has done for them.

The original assignment identified 4–6 growth opportunities. This portfolio case study focuses on the two I contributed most directly to. Our team worked with a real agency professional who has worked with Planet Fitness, encouraging genuine client-centered thinking.

Note:

Context

Planet Fitness is the largest gym in the world.

built on accessibility, affordability, and being the "'Judgement-Free Zone""

PF dominates awareness and has a solid base of 21M members. But the fitness world is constantly changing. These two opportunities address some of the biggest shifts in fitness right now.

Opportunity 1

GLP-1s have undeniably skyrocketed.

From 2018 to 2023 spending on GLP-1's rose by more than

500%

The number of Americans who will be on GLP-1 treatments by 2030 is

25M

GLP-1s aren’t replacing the gym, they’re creating a new gym-goer.

GLP-1 users w/o gym memberships are:

more likely than the gen. pop. to express interest in joining

Percent of GLP-1 weight loss that is lean muscle mass:

15-60%

making strength training a must.

People who joined a gym or fitness studio in 2025:

10M

citing GLP-1 adoption as one of the primary drivers

As the judgement-free gym, PF is built for these new gym-goers.

~40%

of members are first-time gym goers

PF members and prospect members are

~2x

more likely to use weight loss supplements

So, has Planet Fitness done anything about this?

PF currently has a referral link to Ro (an affordable GLP-1) in its perks program.

Ro gets prescription revenue, but all PF gets is checking the box of having perks.

There's not much in it for PF. No revenue sharing, no data, no depth.

What Planet Fitness could do...

+

Launch a specific GLP-1 based membership tier for Ro + Planet Fitness.

Members of this new premium tier get access to Planet Fitness facilities and a largely discounted Ro Body membership.
All members receive educational support from Planet Fitness on GLP-1 usage while having direct access to the provider.

Why Ro + PF Works

For Planet Fitness

For our agency

For Ro and/or PF Customers

Data points and a revenue stream from a growing audience.
- Every conversion = a trackable high-intent member, which is highly valuable to the company and our client.

A Ro x PF tier would require full-funnel execution: partnership announcement, hero film, OOH, social, email, in-app, etc.
- Positions us as a strategic growth partner, not just a campaign executor.

A full 360 support system for weight loss and maintenance.

No major gym has embedded itself in the GLP-1 conversation at a product level.
- This gives PF first mover advantage and earned media.

Opportunity 2

Today’s gym-goers have more health data than ever — but still don’t know what to do with it.

As this Reddit commenter put it, trying to turn health data into something actionable feels like a full time job:

Many first-time gym-goers still feel overwhelmed, directionless, and unsure if what they’re doing is actually working.

Serena Portfolio - Planet Fitness (2).png

Tracking metrics alone doesn’t guarantee progress or consistency.

Because of this lack of progress, people leave the gym:

50%

of gym members quit within the first 6 months - among the top reasons is not seeing results

Why are they not seeing results?

Because their gym experiences aren't personal enough.

Planet Fitness provides accessibility. The next step is guidance.

PF attracts beginner and casual gym-goers. That audience needs support, structure, and confidence-building.

Members don’t just want access to equipment — they want reassurance they’re doing the right things

Planet Fitness already has:

Workout tracking infrastructure
Some integration between equipment and wearables (Apple Watches, FitBits, etc.)
Behavioral member data

The opportunity is to layer AI-powered personalization on top of that to create:

Adaptive workout recommendations
Personalized fitness plans
Recovery and activity insights
Motivational nudges based on behavior and goals

What could this look like?

Personalized App Experience

Input: metrics from wearables or apps (Apple Health, Google Fit), workout data from the PF app, and user input (ie. workout goals and preferences)

Output: personalized recommendations to help gym-goers meet their goals and stay committed

Why Personalization Works

Personalization ⟶ visible results ⟶ consistency & retention.

Wearable users who sync their data with fitness apps are

29%

more likely to stay committed to their fitness goals.

Adaptive programs reduce user burnout by

25%

leading to longer-term commitment.

Gyms that invest in smart equipment & digital coaching have

22%

more member retention than those that don’t.

Great, but what about new members?

Personalization for consumers can:

Reduce customer acquisition costs by up to

50%

Lift revenue by

5-15%

Increase marketing ROI by

10-30%

What else is in it for PF and our client?

Data!

on workout habits & goals,

engagement patterns & churn indicators,

and biometrics of members.

How will consumers feel about this?

Personalization & Privacy

48% of consumers say they value personalization as long as their data is secure.

AI usage

PF consumers and prospects over-index for trust in AI, AI-usage, and comfort with personalized data usage.

57% say they spend more with brands offering personalized experiences.

(So, they'll basically love it as much as us and our client.)

My Contributions

Opportunity 1 - Cultural Identification & Supporting Research:

Recognized the GLP-1 boom as a culturally significant moment for PF and connected it to PF's core first-timer audience. Sourced and synthesized data across MRI Simmons, industry reports, and other sources to make the pitch data-driven, appealing to our client's needs and ambitions.

Opportunity 2 - Concept Development:

Developed the personalization opportunity from the ground up: strategic rationale, member journey architecture, business case narrative, and supporting data.

The team that made it all happen:

Maggie Mauck (brand management)
Emma Foy (brand management)
Benjamin Bailey (brand management)
Serena Loomba (brand management)

Skills Developed:

Brand strategy
MRI Simmons
Data synthesis
Business rationale development

Deck design & narrative
Consumer research
Cultural trend identification
Live client communication