‘We’re really transforming their business’: Akcelo CEO on first Anytime Fitness campaign
Akcelo has launched its first piece of work for Anytime Fitness, a refresh of its pre-existing ‘Find Your Fit’ brand platform. Aden Hepburn, the agency’s CEO, tells Mumbrella how this fits into the wider transformation strategy.
Akcelo won the account last month, and has been tasked with driving marketing across brand, lead generation, customer experience, digital, social, and CRM. The change of hands came as Anytime Fitness was looking to “deliver against the entire customer journey”.
The new campaign, ‘Find Your Fitphoria’ reimagines traditional fitness advertising, signalling this shift for the brand in terms of scale, impact, and creative ambition, according to Hepburn.
“We’re looking at everything from how people experience the physical gym, to their digital experience, brand comms, the way Anytime shows up on social, it’s a really exciting time with a really exciting client for us,” he told Mumbrella.
“They’re super innovative and looking for grow fast, and that’s allowing us to look at the entire business and transform the brand from the inside out for the future.”
The campaign comprises five hero films, directed by Rabbit’s Al Morrow, which bring different expressions of ‘Fitphoria’ to life. The idea is continued through the broader design approach, with each asset featuring a unique version of the wordmark.
It acts as an “elevated” version of Anytime Fitness’ existing brand platform, designed two years ago by incumbent creative agency The Hallway. Hepburn said this work was solid, but Akcelo needed to give it more meaning.
“Find Your Fit is incredible, but it could mean a lot of things to a lot of different people,” he said. “What we’re trying to do here is really dramatise what that feeling is. We didn’t want to suggest to Anytime that they throw out the equity they’ve built over the past two years, so we wanted to be smarter what with we’ve got already.
“I think we’ve done a good job of taking some great work that’s been done historically and elevating it to the next level or where we think it needs to go, which is that more visual, more emotional state.”
It also features OOH executions that Hepburn argued are new and fresh for the health and wellness category.
“That was super important for us, there’s a sea of sameness out there with people in gym shots doing the standard things, so this will hopefully allow us to cut through, be a bit bigger and bolder than the competition,” he said.
This campaign kicks off the wider transformation strategy, which Hepburn said he was particularly excited for.
“It feels very few and far between in the industry, where you get to touch every piece of something,” he said. “Particularly when there’s that physical element as well, like how do you tap into the gym, what does that first experience look like, what does the mobile experience look like, et cetera.”
Alongside the campaign, Akcelo is currently undertaking some “deep CX and technology work”, with customer experience mapping to design the future.
“Everything will be designed to help people find their fit, unlock that feeling,” he told Mumbrella.
“Whether that’s through the digital experience, the tools and services and training inside the app, or the way that we bring you into the gym, or the comms channels, for example.”
“We’re really transforming their business for the future, and everyone is really excited about it.”
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Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
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