Planet Fitness’ High School Summer Pass Program: A Binge-Worthy Campaign for Teen Fitness
New work from Barkley provides teens free access to gyms, prioritizing physical and mental health
Planet Fitness, in collaboration with independent idea company Barkley, is once again revolutionizing the way teenagers approach fitness with its High School Summer Pass™ program.
Now in its third year, this initiative offers free access to over 2,400 Planet Fitness gyms across the country for teenagers throughout the summer.
Recognizing the importance of mental and emotional well-being, Planet Fitness commissioned a recent study revealing that 61% of teens face mental health struggles, and 93% believe that fitness positively impacts their lives. Furthermore, 39% of teenagers reported feeling more energetic with regular exercise. The High School Summer Pass™ not only encourages teens to prioritize their physical health but also aims to address their mental and emotional well-being.
A staggering 3.5 million motivated students completed a combined total of 17 million workouts last year, and Planet Fitness is determined to attract even more teens this year through an innovative and engaging campaign.
To capture the attention of today’s teens and motivate them to prioritize their physical and mental health, Planet Fitness and Barkley have created a series titled “On This Repisode of High School Summer Pass.” This captivating show consists of ten episodes, or video Repisodes, designed specifically for popular platforms like TikTok and Instagram Reels. Each Repisode parodies well-known teen shows with a hilarious twist: instead of focusing on typical teen storylines, the series revolves around gym life and highlights the key benefits of the High School Summer Pass™.
Planet Fitness also plans to release exclusive behind-the-scenes content, giving viewers an inside look into the making of the show. The campaign will also include an augmented reality (AR) filter inspired by the tradition of yearbook superlatives, such as Best Form, Cleanest Gym Locker, and Ultimate Gym Bestie. This filter allows users to assign fun fitness-related superlatives to their selfies, which will then be incorporated into a virtual High School Summer Pass yearbook.
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