Anytime Fitness appoints new creative agency of record
Anytime Fitness has appointed a new creative partner, as its looks to “deliver against the entire customer journey”.
Following some project work last year, the fitness brand has named Akcelo as its new agency of record, marking the end of a two-year relationship with incumbent The Hallway.
Akcelo will “drive marketing transformation” across brand, lead generation, customer experience, digital, social, and CRM.
The official partnership comes after the brand — which claims the title of Australia’s largest fitness network — engaged Akcelo last year for its RUOK? fundraising event, ‘Tread As One’. The agency developed the ‘Tread Mates’ podcast series, which invited guests including Turia Pitt, Osher Günsberg, and Troy Sachs to open up about their own mental health journeys.
The podcast was supported by a national PR campaign that “laid the foundation” for the brand to now explore a broader customer experience transformation. Anytime Fitness will look to roll out and embed a new brand experience strategy across its nearly 600 clubs.
“With a goal to inspire one million healthier lives by 2030, we needed more than just a traditional advertising agency,” Caitlin Bancroft, group chief brand and marketing officer at Anytime Fitness’ parent company Collective Wellness Group, said in the release.
“We wanted a partner that understands and can deliver against the entire customer journey, from our brand marketing to our CX & CRM work, through to the in-gym experience.
“Partnering with Akcelo has helped us reframe how we connect with our prospects and members across every stage of their journey, and we’re excited about the great work we’re creating together.”
The agency will also launch a new brand campaign in due course, building on the success of Anytime Fitness’ current platform ‘Find Your Fit’.
First developed by incumbent The Hallway, ‘Find Your Fit’ encourages inclusivity in the community, with the films featuring diverse gym-goers and showing that everyone belongs.
“Our ambition is to be Australia’s most welcoming gym, open to anybody regardless of where they’re up to on their fitness journey,” Bancroft said upon the brand platform’s launch in 2023.
The Hallway was responsible for all creative and media components, and tapped Plaza Films’ Paul Middleditch to direct the hero spot.
Mumbrella has contacted Anytime Fitness on if The Hallway remains as its media agency partner.
Akcelo’s founder and CEO, Aden Hepburn, said this purpose of inspiring Aussies is “incredible”.
“We’re excited to help them further evolve into a modern wellbeing brand with a roadmap of incredible work and experiences as we work hand in hand to transform the business,” he said in the release.
“As someone who’s started on their own wellbeing journey, I’m excited to deploy the full power of Akcelo to shape the future of fitness, both in Australia and beyond.”
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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