J.B. Smoove Stars in New Creative Campaign Launching on New Year’s Eve, Encouraging People to “Get Down With Your Judgment Free Self” in 2019

Join the Judgement Free Zone® for Only $1 Down and Then $10 a Month from January 1 – 15

HAMPTON, N.H. (Dec. 27, 2018) – Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centers in the U.S., today announced that actor and comedian J.B. Smoove will headline the Company’s new creative campaign, “Get Down With Your Judgement Free Self,” and partner with the brand in the first quarter of 2019. The campaign, which debuts on New Year’s Eve as an extension of Planet Fitness’ sponsorship of Times Square’s iconic New Year’s Eve celebration, coincides with the Company’s New Year sale, inviting everyone to join for only a $1 enrollment fee and then $10 a month with no commitment from January 1 – 15.

The new creative focuses on living your best judgement free life, with J.B. Smoove inviting everyone to embrace themselves in 2019 at Planet Fitness. People are showing off their dance moves while on fitness equipment, with a dancing disco ball “getting down” in celebration of the New Year. Creative executions include advertising on television, radio, print, out of home, digital and social media.

“Planet Fitness is thrilled to partner with J.B. Smoove, whose wit and fun personality are a perfect fit for our brand,” said Roger Chacko, Chief Commercial Officer at Planet Fitness. “We can’t wait to encourage more people to accept themselves and everyone around them for who they are in 2019, and take the first step toward a positive and fulfilling year ahead. At Planet Fitness, we’re all about making working out fun, non-intimidating and affordable for all.”

“I’m so excited to bring some Smooveness as the newest member of the Planet Fitness family. I love working with a brand that’s all about making a difference in people’s lives, having fun and not taking life too seriously,” said J.B. Smoove, actor and comedian best known for a starring role on HBO’s “Curb Your Enthusiasm.”

In addition to the new creative, Planet Fitness is also still accepting get-your-groove-on submissions for the “Get Down to Win” video contest, running now through Monday, Dec. 31. To enter, anyone can submit a 30-second (or less) dance video at that shows how they plan to “Get Down” in true “Judgement Free” style in the New Year. The public will then vote on five video finalists in January, and the grand prize winner will receive $10,000. Additional prizes, including one-year Planet Fitness memberships and a Planet Fitness prize pack (valued at more than $1,000 and featuring a smart watch, wireless headphones, a $250 gift card and more) will be awarded to all finalists.*

Planet Fitness offers extremely low prices and a variety of benefits, including free small group fitness instruction included in every membership via the PE@PF program, a hassle-free environment, brand name cardio and strength equipment, fully equipped locker rooms, flat screen televisions and much more. The Planet Fitness Black Card® membership for $21.99 a month includes additional perks such as access to over 1,600 clubs in all 50 states at no additional charge, the ability to bring a guest anytime, and additional amenities like unlimited use of massage chairs, HydroMassage® beds, and more.

For more information on Planet Fitness and to find a club near you, visit




*NO PURCHASE NECESSARY. Void where prohibited. Open to legal residents of the 50 U.S./D.C./P.R., who are at least 16 years old, as of date of entry. Contest Entry Period begins 9:00 a.m. ET on December 3, 2018; ends 5:00 p.m. ET on December 31, 2018.  Voting Period begins 10:00 a.m. ET on January 16, 2019; ends 5:00 p.m. ET on January 30, 2019. For complete Official Rules and eligibility, visit Sponsor: Planet Fitness Franchising, LLC

About Planet Fitness
Founded in 1992 in Dover, NH, Planet Fitness is one of the largest and fastest-growing franchisors and operators of fitness centers in the United States by number of members and locations. As of September 30, 2018, Planet Fitness had more than 12.2 million members and 1,646 stores in 50 states, the District of Columbia, Puerto Rico, Canada, the Dominican Republic, Panama and Mexico. The 

Company's mission is to enhance people's lives by providing a high-quality fitness experience in a welcoming, non-intimidating environment, which we call the Judgement Free Zone®. More than 95% of Planet Fitness stores are owned and operated by independent business men and women.

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