Bodybar Pilates Puts an End to Resolutions

Bodybar Pilates, a fast-growing Pilates franchise with over 50 locations and counting, is calling for an end to New Year’s resolutions. 

In a campaign called “Resolutions Are Out, Reformers Are In,” Bodybar Pilates encourages wellness enthusiasts to prioritize consistent self-care over short-term fixes. The new spot aligns well with Pilates, a mind-body modality that’s become incredibly popular since the pandemic ended. 

“We’re not about quick fixes or unrealistic goals,” said Kamille McCollum, the president and chief brand officer at Bodybar Pilates. “This campaign is about encouraging people to let go of the pressure of short-term resolutions and embrace a sustainable fitness routine through Pilates. With its focus on strength, mobility, and endurance, our Pilates practice becomes more than a workout – it’s a long-term investment in yourself.”

Crunch Fitness Keeps the Good Vibes Rolling 

For 2025, Crunch Fitness is putting a fresh twist on its catchy “Feel Good, Not Bad” campaign, which first launched last year for the 2024 season. In this year’s version, Crunch highlights the feel-good benefits of attending Crunch, from intense strength training to relaxing in the sauna. 

The new spot continues Crunch’s tradition of using offbeat, wacky humor in its ad campaigns. This year’s version of “Feel Good, Not Bad” features some creepy clowns.  

“The ‘Feel Good, Not Bad’ mantra is more than a slogan,” Crunch chief marketing officer Chad Waetzig told ATN last year. “In a world where things can sometimes feel out of your control, Crunch is a haven where you can turn that all around— helping you to feel your best from the moment you step through our doors.”

The high-value, low-price (HVLP) gym brand worked with creative agency Familiar Creatures on the campaign. 

EoS Fitness Appeals to Gen Z With New Mascot

EōS Fitness, a fast-growing HVLP gym chain with a large presence in California, Texas and Florida, is bringing mascots to the fitness industry. 

To support its 2025 campaign, EōS unveiled “Will Power,” a cute character made out of blue clay who sports a white headband and gray EoS duffle bag. Will Power could help EōS appeal to the coveted Gen Z market – he’s already become popular on Instagram. 

“The playfulness of this campaign encourages members to give themselves the freedom to explore, experiment and celebrate every effort they make because showing up is always an achievement worth being proud of,” EōS Fitness chief marketing officer Shilpi Sullivan said.

EōS worked with agency partner Riester on the new campaign. Will Power will feature on billboards, across social and traditional media channels, inside EoS clubs and even on gym swag. 

Ladder Isn’t for Quitters 

Ladder, a strength training app that’s raised millions in funding, believes it’s found the antidote to “Quitters Day,” the second Friday in January, when people commonly give up on their New Year’s resolutions. 

In a very clever spot featuring comedian and Netflix star Stavros Halkias as the “Carl The Quitter’s Day Fairy,” Ladder highlights its app’s ability to help people stick to their fitness and wellness goals through virtual coaching and motivation. 

“It used to be so easy (to get people to quit on their New Year’s resolutions). … Until those Ladder coaches started showing up,” Carl The Quitter’s Day fairy says in the spot.

Ladder is no stranger to provocative marketing tactics – in December, the company took aim at Peloton, lightheartedly accusing the connected fitness giant of copying Ladder’s app design with the launch of Peloton Strength+.

Orangetheory Is for Everyone

Orangetheory is embracing inclusive fitness for the New Year. The group fitness giant’s new spot, “Every Reason is the Right Reason,” celebrates the different reasons people have for wanting to work out at Orangetheory – from shedding a few pounds before a wedding to regaining strength after pregnancy. 

The new campaign kicks off a broader brand refresh strategy for Orangetheory Fitness that will include refreshed branding inside studios and across digital channels.

“Staying fresh and relevant in fitness is critical,” David Chriswick, senior vice president of brand and communications for Orangetheory, told ATN. “In-person group fitness has rebounded well since COVID, but the landscape has evolved: the category isn’t the same, there are new alternatives and consumer expectations have shifted.”

Orangetheory developed the campaign through its new in-house brand design and content agency, Spark Studio, with help from director duo Mister and production company Greenpoint Pictures. The fitness brand worked with DesignStudio NY on the overall brand strategy plan. 

Planet Fitness Shows Its Strength

Planet Fitness wants to be the gym for everyone, from serious gym buffs to newbies. In a new campaign entitled “We’re All Strong on This Planet,” the low-price gym giant proudly proclaims that “no two members are alike,” showcasing side-by-side photos of gym-goers at different stages of their fitness journeys.

The campaign notably spotlights Planet Fitness’ new strength training equipment. The fitness franchise is investing in strength as it looks to compete with HVLP gym upstarts like Crunch, EōS, Vasa Fitness and others. 

“Consumers are seeking more options for strength training as their fitness needs evolve, and Planet Fitness is a place where everyone can get strong and achieve their goals in the New Year,” Planet Fitness chief brand officer Jamie Medeiros has said. 

The new spot was created by Special US and directed by Nina Meredith.

24 Hour Fitness Brings Serious Energy

As it continues its comeback under CEO Karl Sanft, 24 Hour Fitness is getting serious. 

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In an upbeat, motivating campaign entitled “Your Move,” 24 Hour Fitness captures the energy of New Year’s fitness resolutions while placing the spotlight on its equipment and amenities including personal training, group fitness classes, fitness equipment and amenities like pools and basketball courts. 

“Our mission is to build a healthier, happier community by providing the tools, services, and environment everyone needs to succeed,” 24 Hour Fitness vice president of marketing Miia Suortti said. “With ‘Your Move’, we’re saying we have everything you need, and we can’t wait for you to take that first step.”

24 Hour Fitness worked with agency InGoodTaste on the “Your Move” Campaign

Wellhub Touts Corporate Wellness Flexibility

Corporate wellness giant Wellhub wants people to know they have options when it comes to sticking to their fitness and wellness resolutions. In a new campaign for 2025 titled “Wellness Your Way,” the platform highlights the many options its users have to take a fitness class, play pickleball or hit the weights at one of Wellhub’s many partner brands. 

Wellhub notably rebranded from Gympass in 2024 to position itself as a holistic wellness service.

“The shift to Wellhub reflects that we’re pursuing a much bigger market – not just fitness, but delivering a corporate wellness platform that connects employees to the best partners across all the verticals of wellness – fitness, mindfulness, therapy, nutrition and sleep,” Wellhub co-founder and CEO Cesar Carvalho told ATN.

Still, Wellhub users have plenty of fitness options, from Life Time to F45 Training to Orangetheory. 

YouFit Says It’s Time To Get Over Your Ex (Gym)

YouFit Gyms, a Florida-based chain of HVLP clubs, wants you to cheat (on your current gym membership). In a fun campaign entitled “Ditch Your Crazy Ex Gym” YouFit members tell horror stories about their abusive old gyms, including having to deal with pushy personal trainers and hidden extra fees. 

“Don’t go back to your crazy ex-gym. … Sign up for a gym that’s going to treat you right,” the campaign declares. 

Zumba Takes the Pressure Off

Zumba is kicking off 2025 by bringing us back to 2011. The iconic dance fitness brand released a new campaign called “Say It. Believe It,” which features the hit LMFAO song “Sexy and I Know It.” 

The 30-second spot captures Zumba’s colorful, fun and inclusive ethos. It’s also been a hit on social media, bringing even more recognition to the South Florida-based brand that’s become a phenomenon in gyms and homes around the world. 

“New Year’s resolutions often feel heavy with pressure to change or conform, and that’s just not our vibe,” Zumba Fitness chief marketing officer Carolina Morales said. “With ‘Say It. Believe It,’ we wanted to create a campaign that’s all about celebrating confidence and self-expression.”