Anytime Fitness appoints Akcelo as agency of record, plots major brand transformation

As it seeks to overhaul its customer experience, Anytime Fitness has appointed Akcelo as agency of record, tasked with reimagining the journey from first click to final workout.

The remit includes brand strategy, customer experience, lead generation, digital, social and CRM - with a major brand campaign in the works aimed at building on the current Find Your Fit platform.

Akcelo’s appointment marks a broader brand and marketing transformation for Australia’s largest fitness network, which operates over 585 clubs nationally. Already, the partnership has produced the most successful sales campaign in the brand’s history through its “Day Zero Sale,” launched a partnership with Apple Fitness+, and delivered redesigned CRM journeys to improve customer retention.

The agency also helped evolve the brand’s annual RUOK? fundraiser, Tread As One, by creating Tread Mates, a podcast series featuring Turia Pitt, Osher Günsberg and Troy Sachs OAM discussing their mental health journeys. The initiative generated 90.5 million in earned media reach and served as the foundation for a wider CX overhaul.

Caitlin Bancroft, group chief brand and marketing officer at Collective Wellness Group, said the brand needed a partner with more than just ad capabilities.

“We wanted a partner that understands and can deliver against the entire customer journey, from our brand marketing to our CX and CRM work, through to the in-gym experience,” she said. “Partnering with Akcelo has helped us reframe how we connect with our prospects and members across every stage of their journey.”

Akcelo founder and CEO Aden Hepburn said the brief was about turning Anytime Fitness into a modern wellbeing brand.

“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,” he said.