Australia – Responding to the lack of inclusivity in the fitness sector, gym chain Anytime Fitness is challenging typical assumptions about who goes to the gym. Dubbed Any Body, Any Time, the campaign features a diverse range of people with differing needs and reasons why they work out.
The core message of the campaign is that anyone is welcome at Anytime Fitness, no matter what their body type, fitness level, ability or background. To ensure this mission is reflected in its spaces, it's also conducting an accessibility audit of its gyms and training staff in how to accommodate people with sensory needs as well as disabilities.
By taking this holistic approach to improving its accessibility, Anytime Fitness avoids tokenistic efforts on diversity. ‘It is our mission to lead the fitness industry in advocating inclusivity – by transforming our culture, environment and member experience,’ says Caitlin Bancroft, chief marketing officer at Anytime Fitness, highlighting the ongoing need to prioritise Inclusive Fitness and reframe modern fitness culture beyond its privileged roots.
Strategic opportunity
Rather than starting with a marketing campaign, take note from Anytime Fitness by auditing the accessibility of your own spaces, services and internal workplace culture before putting a message out to consumers
