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Planet Fitness Unveils Its Own Media Network

Created in partnership with LiveRamp, PF Media Network connects agencies, CPG brands and media buyers with the gym’s U.S. members via in-club and digital ads.
planet fitness

Fitness center franchiser and operator Planet Fitness in January debuted the PF Media Network, its multi-channel advertising solution available to agency and CPG marketers.

The PF Media Network connects advertisers to Planet Fitness members, in-club and digitally, to drive awareness and sales, according to a media release. The company says it had already developed campaigns with various consumer brands before officially unveiling the network. 

“We are thrilled to evolve our advertising solutions to provide agency teams, media buyers and brands the opportunity to reach our more than 18 million Planet Fitness members,” Sherrill Kaplan, chief digital officer at Planet Fitness, said in the release. “Our member base represents a cross-section of the U.S. population across 2,400 clubs, skewing toward Gen Z and Millennials, which our advertising partners are eager to serve in dynamic and efficient ways.”

The company says PF Media Network will consist of three channels:

  • In-Club Media: An advertising solution that reaches active members on TVs located throughout the gym, in its PF Black Card Spa and inside locker rooms.
  • Digital Audiences: Targeting that allows advertisers to reach members directly through their own digital media buys across connected television (CTV), programmatic and social media. These audiences are made available through a recent partnership with LiveRamp, a data collaboration platform, and can be accessed within the LiveRamp Data Marketplace and distributed to social platforms and demand-side platforms (DSPs).
  • Affiliate Campaigns: In-club and digital opportunities can be used with affiliate campaigns within the Planet Fitness app and via email through “high-visibility” placements.

“LiveRamp's growing collaboration with Planet Fitness underscores the exponential value of data in powering the network effect of partnerships,” Jessica Shapiro, chief marketing officer at LiveRamp, said in the release. “With the launch of PF Media Network, we look forward to helping more brands unlock high-value audiences and grow their customer intelligence.”

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