Planet Fitness High School Summer Pass

United Fitness Partners, the largest Planet Fitness franchisee group, kicked off summer by launching the brand’s High School Summer Pass initiative in its nearly 200 clubs nationwide. This program, aimed at teens aged 14-19, is designed not only to promote fitness during the summer months but also to foster healthy lifestyle habits in young people. The program provides free access to gym facilities, encouraging teens to stay active, experience the benefits of physical exercise, and cultivate a lifelong connection with fitness. This initiative is a powerful way to engage the next generation in a positive and motivating environment, building brand loyalty while driving new memberships as teens and their families see firsthand the value of a Planet Fitness membership.

Teens using Exercise Bikes at Planet Fitness

The Challenge

United Fitness Partners turned to CKP to build awareness of the free summer workout program for teens, leveraging broadcast and digital coverage in the franchisee’s local markets. The campaign aimed to amplify Planet Fitness’s brand visibility through local media coverage, ultimately boosting United Fitness Partners’ business goal of member acquisitions. CKP worked to execute a media relations strategy that garnered significant coverage while preparing numerous spokespeople for interviews across markets nationwide.

The CKP Approach

CKP used our extensive media relations expertise not only to reach the right audiences but also to prepare Planet Fitness spokespeople to relay effective messaging. Weeks before the launch of the High School Summer Pass program, CKP led a system-wide media training session for nearly 50 potential spokespeople—including a branded resource document—ensuring a roster full of prepared spokespeople to deliver consistent messaging and talking points.

Utilizing local market research and identifying outlets to reach target audiences, CKP tailored press materials to entice interest from local media outlets. Thanks to pre-launch preparation and media training, CKP was able to quickly coordinate numerous in-person, phone, and virtual interviews as part of the significant coverage landed on various platforms nationwide.

Media Relations

CKP's media relations strategy successfully raised awareness of the brand’s summer program with target audiences by distributing tailored press outreach, engaging key media outlets, and coordinating interviews.

Community and Member Relations

CKP tied High School Summer Pass to the brand’s larger, ongoing efforts in several local markets—including highlighting community partnerships and events and soliciting storytelling opportunities with members to highlight successes throughout the summer.

Media Training

CKP delivered messaging resources and hosted a large-scale, system-wide media training for United Fitness Partners club managers, trainers, and district managers—ensuring a roster of prepared spokespeople to represent Planet Fitness and the High School Summer Pass program throughout the nation.

Outcomes Achieved

CKP’s efforts before and during High School Summer Pass successfully bolstered Planet Fitness brand awareness among key audience of teens and their families. The campaign secured 82 media placements across 21 media markets, generating more than 24 million earned media impressions worth more than $350 thousand in publicity value. These successes helped United Fitness Partners contribute to the national Planet Fitness initiative. In a Planet Fitness survey following the program, 83% of teen respondents said High School Summer Pass benefited their mental health and 72% said their summer would have been less productive without the program.

Highlights and Objectives

Media Placements

Media Markets Reached

Impressions

Publicity Value

What Our Clients Say

It is a joy to work with CKP. The CKP team comes to the table listening to our goals and objectives and provides the best counsel and approach to help achieve those. Their creativity and openness to brainstorm new ideas have positively impacted us, and we are so grateful.

Dana Edwards

United Fitness Partners, Planet Fitness, Senior Corporate Communications & PR Manager

CKP provided invaluable counsel in support of CenterPoint Energy’s strategic communications efforts. The team produced insightful creative assets for key initiatives, enabling us to manage stakeholder communications effectively and deliver impactful messages with ease and accuracy. CKP’s expertise and innovative approach significantly enhanced our engagement efforts. The bespoke solutions they delivered not only met but surpassed our expectations.

Jason M. Ryan

CenterPoint Energy, Executive Vice President of Regulatory Services & Government Affairs

CKP have been incredible partners for the Houston Symphony, allowing us to grow our reach and deepen our impact. They’ve helped us build our brand through strategic marketing and communications initiatives. Their expertise has guided the organization through how to layer key messages that meet immediate needs and goals in with evergreen brand campaigns that reinforce long-term strategic priorities. The CKP team works seamlessly with our in-house marketing and communications staff here at the Symphony. They leverage what we do to elevate collaborative outcomes, and they are an integral part of our marketing and communications operation. Because of the background of their own team members, they offer a depth of industry understanding that enables real clarity around what is possible, what are opportunities, and where the limitations might be. They have amplified our work and helped enable us to achieve our earned revenue and brand-related goals.

John Mangum

Houston Symphony, Executive Director and CEO

CKP provides crucial support to Da Camera in the areas of media relations, content marketing, advertising and social media, allowing us to make dramatic forward strides in those areas. It’s invaluable to our organization to be able to draw on the deep expertise of the CKP team. CKP is always responsive and focused on our needs.