Planet Fitness

TikTok Meets Fitness: 21,329 New Gym Memberships for Planet Fitness

Campaign Overview

Industry:

Fitness

Engagement Period:

2024–2025

Primary Goal:

Lead generation for memberships

Secondary Goal:

Increase brand awareness

Main Challenge:

Scaling volume without cost creep

Overview

From zero to 84.2 million impressions, GrowthCharter turned short-form videos into a lead-generating machine for Planet Fitness. We combined creative storytelling, precise targeting, and always-on campaigns to reach thousands of new members at just R1.96 CPC and R42.07 CPA. This was more than a campaign. It was a TikTok strategy built to grab attention, spark conversation, and drive measurable growth. Every video was crafted to engage, every trend was leveraged to convert, and every scroll counted. We did not just follow trends. We set them. From eye-catching hooks to scroll-stopping visuals, every piece of content was designed to make Planet Fitness impossible to ignore. The result? Record-breaking engagement, conversions, and proof that TikTok is not just entertainment, it is a serious growth engine. This campaign proves that with the right mix of creativity, strategy, and timing, even a fast-moving platform like TikTok can deliver serious business results. It is not magic, it is GrowthCharter.

Challenge

Scaling volume without cost creep

Results & Metrics

84.2M

Impressions

477,042

Clicks

R1.96

CPC

21,329

Conversions

R42.07

CPA

R10.35

CPM

R42.07

Audience Insight:

Strategy & Execution

To achieve rapid growth, we ran national in-feed conversion campaigns on TikTok.

Always-on creative testing to identify high-performing hooks and formats
Clear offers and strong calls-to-action to drive instant conversions
Localized messaging and gym-specific prompts that made each ad feel personal
Short, value-driven hooks (under 3 seconds) that captured attention instantly
Influencer-style content and relatable visuals to increase authenticity and trust

We used TikTok’s native editing style and trending sounds to make the ads feel organic rather than overly produced, blending brand storytelling with user-centric content.

Target Audience

Age Group:

Millennials & Gen Z years

Location:

South Africa

Intrests:

Fitness, healthy living

Audience Insight:

This audience is highly visual and inspired by authenticity. They respond best to short, real-world content that feels relatable and reflects their lifestyle goals.

A Word from Our Client

Insight

Ads using short, value-led messages and local cues achieved the best CTR and CPA performance

Key Takeaway

Short, value-packed hooks combined with location-based messaging drove high engagement and strong cost efficiency. Clear offers and targeted creative consistently outperformed broad, generic campaigns.

FAQ's

How did this fitness brand use TikTok for business?

Planet Fitness turned TikTok into a lead-generating engine by running national in-feed campaigns with short, value-packed videos. They combined influencer-style content, trend-driven visuals, and strong calls-to-action to engage viewers and drive sign-ups.

What results were achieved?

The campaign delivered 84.2 million impressions, 477,042 clicks, and 21,329 new gym memberships. With a CPC of R1.96 and CPA of R42.07, it proved TikTok can drive serious, cost-efficient growth.

Who was the target audience?

Millennials and Gen Z in South Africa who are interested in fitness and healthy living. This audience responds best to short, authentic, and visually engaging content that feels relatable and achievable.

How can other brands replicate this success?

Focus on short, attention-grabbing content that feels native to TikTok, use clear calls-to-action, test creatives continuously, and partner with influencers or creators who reflect your audience. Localized and authentic messaging drives engagement and conversions.