Anytime Fitness and Performics Mercerbell challenge stereotypes in ‘Any Body, Any Time’ campaign

Anytime Fitness has partnered with Performics Mercerbell to launch their new ‘any body, any time’ campaign, a celebration of inclusivity at the gym and a challenge to the stereotypical representations of gym goers. The campaign encompasses large-scale OOH, TV, digital videos, social media, search and web components.

The announcement:

Anytime Fitness has launched a campaign to promote the brand as the most welcoming and inclusive gym for all Australians – no matter their body type, fitness level, ability, or background.

The “Any body, Any time” campaign challenges the stereotypical representation of gym-goers, showcasing a diverse range of people with different needs, highlighting the various reasons they work out, and when they do.

Premised on the notion that what healthy looks like is different for everyone, and the fact that many consumers are seeking brands that are making a social impact – the campaign is aimed at igniting self-confidence, encouraging people to embrace their individuality, and join the Anytime Fitness community.

Performics Mercerbell (PFXMB) led the campaign creative, media strategy, planning, and buying; encompassing large-scale OOH, TV, digital videos, social media, search and web components.

Anytime Fitness’ Chief Marketing Officer, Caitlin Bancroft, said: “From a brand perspective, this is more than just a marketing campaign. Social inclusion is a major health determinant. It helps everyone feel more connected, valued, and lead a healthier life. It is our mission to lead the fitness industry in advocating inclusivity – by transforming our culture, environment and member experience. We hope to bring this to life in our latest campaign, moving beyond being ‘just a gym’, and making a real impact on the health and wellness culture of Australia.”

Chief Executive Officer at PFXMB, Jason Tonelli, said: “From the brief, all the way through to the final touches on the work, the Anytime Fitness team have demonstrated a genuine commitment to inclusiveness, and bravery when it comes to changing the face of advertising in the fitness industry. As one of our founding full-service clients, I could not be prouder of our partnership with Anytime, and of the PFXMB team for staying true to our purpose of making everyday lives better.”

With the knowledge that there are 4.4 million people in Australia living with a disability, Anytime Fitness has partnered with WeFlex, to conduct an accessibility audit to ensure all its clubs are designed to accommodate people with unique sensory needs and disabilities, including educating and certifying staff to train them. Working together with Proud2Play, Anytime Fitness is also developing local community outreach and consultation plans to help all of its clubs connect with LGBTQI+ people and groups.

Vaughan Townsend, Executive Creative Director at PFXMB, added: “Society puts so much pressure on people to conform to unachievable body-beautiful stereotypes. It is our hope that this campaign will give those who feel marginalised a voice, and the confidence to believe that anything is possible. And that when it comes to fitness, whoever you are, however you identify, whatever your shape, size or background, Anytime Fitness welcomes you.”

Paralympic Swimmer, Timothy Hodge, said: “I spend plenty of time training as an athlete, but I hardly ever see people who look like me in gyms or gym ads. I’m proud to be part of this campaign that breaks the stereotypes and celebrates people being healthy and confident in their own way.”

The Anytime Fitness “Any body, Any time” campaign will run from January until June 2022.

Full Agency Credits:

Anytime Fitness

Nicole Noye – Chief Executive Officer

Caitlin Bancroft – Chief Marketing Officer

Andrew Pahoff – National Marketing Lead

Rebecca O’Hanlon – Media Manager

Georgie Allen – Brand Manager

Shane Potter – Digital Marketing Manager


Performics Mercerbell

Jason Tonelli – Chief Executive Officer

Vaughan Townsend – Executive Creative Director

Dave Varney – Creative Director

Jacque Kennedy – Senior Copywriter

Charlie Done – Head of Production

Brad Bennett – Executive Strategy Director

Claire Webber – Strategy Director

James Winchester – UX Lead

Virginia Tong – Group Customer Partner

Aisling Fitzpatrick – Group Account Director

Emma Sheehan – Senior Account Director

Jessica Silver – Senior Account Manager

Adriana Ivkovic – National head of Investment

Vidur Bhatia – Account Director

Vitti Malhotra – Performance Media Executive



Simon Harsent – Director

Johnny Greally – Producer

Simon Ngoo – Editor

The Pool Collective – Production Company

Prodigious – Post Production

Source: Performics mercerbel release


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