Brand Tracker

Welcome to the automated Brand Tracker diaries.

Australia

Planet Fitness Makes Fun of Behaviors That Make Beginners Feel Uncomfortable in the Gym

Campaign: Feeling Gymtimidated?

Source: https://www.media-marketing.com/vijesti/planet-fitness-ismijava-ponasanja-zbog-kojih-se-pocetnici-osjecaju-neugodno-u-teretani/

Goal: To make beginners feel comfortable in the gym

Claim: Judgement Free Zone

Media: Television, BVOD platforms, digital channels, social media, outdoor advertising, radio

Summary: Planet Fitness has launched a new campaign titled 'Feeling Gymtimidated?' in Australia, focusing on alleviating the discomfort often felt by beginners in gyms. The campaign positions Planet Fitness as a Judgement Free Zone, using humor through two main ads that poke fun at common fitness stereotypes. The goal is to show that the gym is a welcoming space for everyone, regardless of their fitness level.

Norway

Try Nets This Year’s Fifth Silver Fish

Brand: Sats

Campaign: Choose to Move

Source: https://www.kampanje.com/premium/try-haver-inn-arets-femte-solvfisk/1035319

Goal: To promote a fitness chain's commitment to social responsibility

Media: Commercial film

Summary: Try has secured its fifth silver fish in the Gullfisken competition with its campaign for the fitness chain Sats, which launched the 'Choose to Move' campaign across Norway, Sweden, Denmark, and Finland on August 3. The jury praised the film for its engaging content and social responsibility message, highlighting its appeal and the impressive scores received.

advertising fitness social responsibility

Finland

Fitness 24-Seven’s Termination Period Issue Goes to Market Court – Consumer Ombudsman Demands €100,000 Fine

Brand: Fitness 24-Seven

Campaign: Marketing and Contract Termination Issues

Source: https://www.markkinointiuutiset.fi/artikkelit/kuntosaliketju-fitness-24-sevenin-irtisanomisaika-asia-markkinaoikeuteen—kuluttaja-asiamies-vaatii-100-000-euron-uhkasakkoa

Goal: To ensure fair consumer contract terms

Claim: Consumers have the right to terminate contracts without long notice periods.

Summary: The Consumer Ombudsman is taking Fitness 24-Seven to court over a two-month termination clause in its gym membership contracts, arguing that it is against consumer protection laws. The Ombudsman demands a €100,000 fine, emphasizing that consumers should be able to terminate contracts without excessive costs. The article also mentions changes agreed upon for the marketing of gym memberships to provide clearer pricing information.

Consumer protection fitness Legal action Marketing regulations

Italy

GymBeam Chooses Al.ta Cucina to Dispel Myths About Sports Nutrition with Actor Alvise Rigo

Brand: GymBeam

Campaign: Cooking Myths in Sports Nutrition

Source: https://brand-news.it/brand/persona/cura-persona/gymbeam-sceglie-al-ta-cucina-per-sfatare-i-miti-sullintegrazione-sportiva-insieme-allattore-alvise-rigo/

Goal: To dispel the myth that balanced nutrition and sports supplementation have to be boring.

Claim: Healthy eating and sports supplementation can be fun and enjoyable.

Media: Instagram, Social Media

Summary: GymBeam collaborates with Al.ta Cucina and actor Alvise Rigo to create four video recipes that showcase how GymBeam products can be integrated into daily cooking. Targeting a broad audience, the campaign aims to demonstrate that nutrition can be both enjoyable and beneficial, utilizing Rigo's engaging presentation style. An Instagram giveaway is also part of the project, promoting community involvement.

cooking fitness nutrition social media

Czech Republic

Find Your Ninth Sense with Garmin and Jiří Procházka

Brand: Garmin

Campaign: Path of the Ninth Sense

Source: https://www.mam.cz/novinky/akce-a-souteze/2026-09/garmin-jiri-prochazka-cesta-devateho-smyslu/

Goal: To encourage the public to find a balance between performance and recovery.

Claim: The real shift doesn't come from constantly pushing limits, but from recognizing when to push and when to slow down.

Summary: Garmin, in collaboration with MMA fighter Jiří Procházka, has launched the 'Path of the Ninth Sense' challenge, promoting a balance between performance and recovery. Participants can compete for Garmin fēnix 9 Pro watches through a series of nine tests until September 30, 2026. The campaign aims to connect the watch's capabilities with real-life lifestyle and the ambassador's authentic personality.

challenge fitness Garmin fēnix 9 MMA

Austria

PR Action: Samsung brought the Galaxy Watch to the Vienna Running Track

Brand: Samsung

Campaign: Galaxy Watch PR Event

Source: https://www.horizont.at/marketing/news/pr-aktion-samsung-brachte-die-galaxy-watch-auf-die-wiener-laufstrecke-103250

Goal: To promote the Galaxy Watch

Summary: Samsung brought the Galaxy Watch to the running track in Vienna for a public relations event, aiming to engage with sports enthusiasts and promote its wearable technology.

fitness Galaxy Watch PR Event Samsung

Mexico

New: Havas Hoy and Smart Fit Celebrate That the Best Time to Start is Now

Brand: Smart Fit

Campaign: You Are in Your Prime

Source: https://www.adlatina.com/publicidad/nuevo-havas-hoy-y-smart-fit-celebran-que-el-mejor-momento-para-empezar-es-ahora

Goal: To encourage people to start or return to fitness, celebrating that the best time to begin is now.

Claim: You Are in Your Prime

Summary: Havas Hoy has been appointed as the creative agency for Smart Fit in Mexico, launching the campaign 'You Are in Your Prime.' With over a million active users, Smart Fit aims to redefine fitness engagement by focusing on accessibility, innovation, wellness, and personal connection. The campaign highlights that everyone experiences their prime differently and seeks to accompany individuals in their fitness journey. The brand is excited to implement this new communication strategy.

Communication Strategy fitness wellness

Norway

Gym Center with Its Biggest Advertising Campaign in Years

Brand: Sats

Campaign: Choose to Move

Source: https://www.kampanje.com/markedsforing/vil-utfordre-stillesittende-hverdag/1016767

Goal: Encourage physical activity

Claim: Choose to Move

Media: Film, digital platforms, social media, Sats' own channels

Summary: Sats is launching its largest Nordic brand campaign in several years, developed in collaboration with Try, to challenge sedentary lifestyles. The 'Choose to Move' campaign, rolling out in Norway, Sweden, Denmark, and Finland starting August 3rd, aims to remind people of the joy of being active. It highlights that while everyday life is becoming more convenient, we are moving less, and presents a humorous take on this issue.

exercise fitness marketing wellness

Australia

Product first to Fitness First: How a $25m boost reshaped the brand

Brand: Fitness First

Campaign: Let’s Put Fitness First

Source: https://www.marketing-interactive.com/product-first-to-fitness-first-how-25-million-investment-reshaped-the-brand

Goal: To reclaim fitness relevance in Australia

Summary: Fitness First reshaped its brand by investing $25 million in upgrading its clubs before launching the campaign 'Let's Put Fitness First', aiming to put fitness back on the national agenda and challenge assumptions about Australia's physical activity levels. The campaign emphasized collaboration between agency partners and marked a new approach to marketing within the fitness industry.

branding fitness marketing

Croatia

Under Armour Transformed Garage Training into a Summer Campaign for HeatGear

Brand: Under Armour

Campaign: For When It’s Hot

Source: https://www.media-marketing.com/vijesti/under-armour-je-garazni-trening-pretvorio-u-ljetnu-kampanju-za-heatgear/

Goal: Promote HeatGear for training in hot weather

Summary: The campaign centers on actor François Arnaud training in an open garage, highlighting Under Armour's HeatGear line for warmer days. Launched in late July, it emphasizes everyday training settings rather than professional sports environments. The campaign features Arnaud as a new global ambassador, building on previous connections established through the series Heated Rivalry. The narrative combines humor with product focus, showcasing existing technologies and a strategic shift towards broader cultural partnerships.

activewear Celebrity Ambassador fitness summer campaign

Czech Republic

GymBeam Breaks the Myth About Creatine. The New Campaign Shows It Is Not Just for Men

Brand: GymBeam

Campaign: Breaking the Myth About Creatine

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/gymbeam-bori-mytus-o-kreatinu-nova-kampan-ukazuje-ze-neni-jen-pro-muze/

Goal: To challenge stereotypes around creatine and promote its use among all genders.

Claim: Creatine is for everyone, not just bodybuilders or men.

Media: Digital channels

Summary: GymBeam launches a campaign to dispel myths surrounding creatine, highlighting its benefits for women and promoting inclusivity in sports nutrition. The campaign features long-time ambassador Jakub Enžl and new ambassador Nikola Uhlířová, showcasing a revamped product design and emphasizing that genuine fitness results come from dedication and quality nutrition, rather than shortcuts offered by social media filters.

creatine fitness gender inclusivity sports nutrition

Global

The Key to Building More Durable Brand Relationships

Brand: Strava

Campaign: Daily Fitness Ritual Challenge with Starbucks

Source: https://www.adweek.com/brand-marketing/the-key-to-building-more-durable-brand-relationships/

Goal: Help brands integrate into consumer's daily fitness routines

Claim: Authentic engagement beyond one-time events

Media: Social media and run clubs

Summary: Strava aims to help brands engage authentically with consumers by integrating into their daily fitness routines. The recent campaign with Starbucks encouraged users to walk or run for 22 minutes a day, offering rewards to incentivize participation. Industry leaders discussed the importance of creating lasting connections through fitness rituals and the potential for brands to connect with targeted audiences in social fitness environments.

brand engagement fitness Starbucks Strava

Uruguay

Conaprole launches new yogurts and bets on protein products

Brand: Conaprole

Campaign: +Proteína Yogurt Launch

Source: https://infonegocios.biz/plus/conaprole-lanza-nuevos-yogures-y-apuesta-a-productos-proteicos

Goal: To promote healthy eating and encourage physical activity.

Claim: Less excuses, more proteins.

Summary: Conaprole is launching new individual +Proteína yogurt and Greek yogurt products that cater to the growing demand for nutritious and tasty food in Uruguay. The campaign emphasizes the importance of protein in diets for active lifestyles, featuring convenient packaging and promoting a healthy lifestyle with the slogan 'Less excuses, more proteins.' The new products also meet dietary needs by providing options suitable for those who manage sugar intake.

fitness healthy eating nutritional products yogurt