Planet Fitness

Don’t Ride the Bike of Shame

Agency: BarkleyOKRP


Planet Fitness is calling "bullfit" on myths that exercise performance is motivated by competitive classes, intimidating workout environments, and fitness shaming with new research and a new Stop the Bullfit campaign. The fitness chain published The Bullfit Report, which uncovers Americans' true feelings and misperceptions about health and wellness. One such finding in the report states that making fitness a "competition" isn't a win and that head-to-head challenges are demotivating to the majority (55 percent) of Americans who don't currently belong to a gym. In fact, 68 percent find leaderboards specifically demotivating.

This professional campaign titled 'Don’t Ride the Bike of Shame' was published in United States in January, 2020. It was created for the brand: Planet Fitness, by ad agency: BarkleyOKRP. This Film medium campaign is related to the Professional Services and Recreation, Leisure industries and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: Barkley, USA
EVP, Executive Creative Director: Katy Hornaday
Group Creative Director: Doug Hentges
Creative Director: Chris Cima
VP, Director of Integrated Production: Melany Esfeld
Sr. Producer: Shawn Wallace
Director of Business Affairs: Anne Thomasson
Associate Creative Directors: Jeremy Gilberto, Jordan Breindel
Sr. Project Manager: Tifany Wrzesinski
VP, Brand Leader: John Hornaday
Brand Director: Julie Barr
Sr. Brand Manager: Jane Skaggs
Sr. Brand Manager: Ashley Cox
Brand Manager: Haley Martin
Executive Strategy Director: Chris Cardetti
VP, Strategy Director: Howard Laubscher
Strategist: Emily Ladig
Production Company: Picrow
Director: Fatal Farm
Production Company Producer: Alejandro Aguiar
Director of Photography: Byron Kopman
Production Designer: Ben Gerlis
Content Production Company: BicMedia
Executive Producer: Corwin Carroll
Editorial Company: Cutters
Editorial Company Producer: Patrick Casey
Editor: Aaron Kiser
Post Production Company: Flavor
Post Production Company Producer: Kate Smith
Post-Audio Company: Post Haus
Post-Audio Engineer/Mixer: Brock Babcock
Music: Alibi Music


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