1559 ET - Planet Fitness is getting specific on its brand messaging in a push to change its image with consumers. Under new CEO Colleen Keating, the company is attempting to appeal more to experienced gym-goers, fighting a perception that the chain only serves beginners. Keating says on a call with analysts that the strategy is no longer just about "getting people off the couch." The company is also leaning into humor: One recent campaign compared two equal-weight dumbbells, one of which was from a more expensive gym, meant to point out that members can get the same equipment at a lower price. "We take fitness seriously, but we don't take ourselves too seriously," Keating says. Planet Fitness jumps 11%.(ben.glickman@wsj.com; @benglickman)
(END) Dow Jones Newswires
November 07, 2024 15:59 ET (20:59 GMT)
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