MercerBell and Performics to work together on a marketing strategy for Collective Wellness Group

MercerBell and Performics have been appointed to execute the B2B and B2B2C marketing strategy for Collective Wellness Group – the owner of Anytime Fitness, Orange Theory Fitness and Xtend Barre.

The two agencies have been briefed with delivering an end-to-end solution for Collective Wellness Group, leveraging MercerBell’s capabilities to predict customer behaviour and Performics’ planning.

Collective Wellness Group is the owner of Anytime Fitness, Xtend Barre and Orange Theory

The main focus of the work will be the continued growth of the Anytime Fitness brand in Australia. The overall aim will be to drive engaged leads to the fitness business, with the added task of preparing for the ongoing growth of Orange Theory Fitness and Xtend Barre.

Emily Thompson, CMO of Collective Wellness Group, said: “We know that being healthy means something different to everyone, and for many people, it’s not easy to have a healthy lifestyle in the busy world we live in.

“We want to make our brands the most accessible in the fitness industry to help improve the physical and mental wellbeing of Australians, and we’re delighted to appoint Publicis Groupe to help us on this mission. Their focus on customer experience, impressive approach to creative and content, alongside performance media driven by consumer intent, will support the growth of our 550 plus franchise locations across the country.”

MercerBell and Performics already work together on a number of accounts. In the case of Collective Wellness Group, the businesses are planning to ‘break through a sea of sameness’ in the category and ‘deliver both immediate and long-term results’ that are ‘highly measurable’.


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