No Judging From Hill Holliday and Planet Fitness

From its inception Planet Fitness disrupted the gym category with its low $10/month price point and it's "Judgement Free Zone" positioning. As their business has matured from challenger to leader, 2017 was a perfect moment for their tone to change as well. By any measure, 2016 was a year rife with judgment; this created a unique opportunity for the brand to elevate its platform beyond the gym. Evolving to "The world judges. We don't. Planet Fitness. Be Free." embraces the heritage of the brand, and offers people genuine refuge in a place where they are historically safe, safe to go at their own pace, to be any shape or size, to be totally free of judgment.

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