In collaboration with its leading agency, Barkley, Planet Fitness introduces Xrystal, with an X, a ‘fitfluencer’ you don’t want to follow. Behind the scenes, Sweat+Co was pulled in at the creative concept phase to review the story boards with the creative team. The team then developed the earned media pitch, strategy, and secured the first-look exclusive.

Shannon Miller, Adweek contributor, writes, “According to Planet Fitness, one out of every four fitness influencers on TikTok are sharing inaccurate workout advice, contributing to the more than 61% of US adults who experienced undesired weight changes during the pandemic. With this new campaign, the brand purports that the only routines fitness hopefuls should follow faithfully are the realistic ones that members can cultivate at one of its gyms.” Read the full story here →