Anytime Fitness champions every type of gym-goer in new spot via The Hallway

The Hallway has launched its first campaign for Anytime Fitness, after winning the creative and media accounts earlier this year.

The new spot, ‘Find Your Fit,’ aims to undo the misconceptions of people feeling like they don’t belong in a gym, and are therefore held back from achieving their fitness goals.

Through the lens of a 24-hour gym, the films introduce the diverse range of gym-goers, heroing them all in various ways.

The Hallway was responsible for all creative and media components, and tapped Plaza Films’ Paul Middleditch to direct the hero spot.

Simon Lee, CCO of The Hallway, said: “One of the greatest pleasures of creating this campaign was working closely with Anytime Fitness Franchisees to get first-hand insight into the wonderful variety of people that frequent their gyms.

“We’ve allowed ourselves a little creative licence, but all the character types you see in the ‘Find Your Fit’ films are based very much on real gym-goers. The message is clear, simple, and inclusive: whoever you are, you will find your fit at Anytime Fitness.”

‘The Lone Ranger’ features in the spot

Anytime Fitness’ CMO, Caitlin Bancroft, added: “Our ambition is to be Australia’s most welcoming gym, open to anybody regardless of where they’re up to on their fitness journey.

“Through ‘Find Your Fit’, we’re celebrating gym goers in all their forms in a fun way that puts inclusion at the heart of our brand,” she concluded.

The campaign is rolling out through a suite of film executions, OOH, social and display.

Other assets:

The Monetisers 6″

The Shifties 6″

The Lone Ranger 6″

The Early Birds 6″

The Motivated 6″

The Swolly Trinity 6″


Client: Anytime Fitness Australia
Nicole Noye – Chief executive officer

Caitlin Bancroft – Chief marketing officer
Andrew Pahoff – National marketing lead
Alex Pierotti – Brand manager

Creative & Media: The Hallway

Plaza Films
Director: Paul Middleditch

Executive producer: Peter Masterton
Director of photography: Daniel Ardilley
Wardrobe stylist: Sue Cormack

The Editors
Executive producer: Nicoletta Rousiannos

Editor: Peter Barton
Colourist: Ben Eagleton
Online editor:  Matt Edwards

Massive Music 
Head of sound: Abby Sie

The Pool Collective
Photographer: Chris Ireland
Producer: Hannah Paskal


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