Anytime Fitness Australia appointed Akcelo as its agency of record, tasking the brand experience agency with leading a wide-ranging marketing transformation across brand, lead generation, customer experience, digital, social, and CRM.
The agency has delivered several key initiatives, including the Day Zero Sale—now the brand’s most successful sales campaign—an Apple Fitness+ partnership launch, and a redesign of core CRM journeys.
The partnership began with a brief to elevate Anytime Fitness’s Tread As One fundraising initiative in support of RUOK?.
In response, Akcelo developed Tread Mates, a podcast featuring guests such as Turia Pitt, Osher Günsberg, and Troy Sachs OAM discussing mental health. The campaign was supported by national PR efforts, reaching more than 90 million people.
The work has since expanded into a broader customer experience strategy. Backed by in-depth audience research, Akcelo is helping shape the next phase of the brand experience, to be rolled out across Anytime Fitness’s 585+ clubs nationwide.
The program aims to enhance both in-gym and digital interactions, while reinforcing the brand’s focus on accessibility and community.
“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 & Marketing Officer at Collective Wellness Group, said.
“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.”
Next, a new brand campaign will launch under the current Find Your Fit platform, designed to position Anytime Fitness as a leading player in Australia’s wellness space.
Aden Hepburn, CEO and Founder of Akcelo, said: “Anytime Fitness is a brand with an incredible purpose – to inspire Australians to live healthier lives.
“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.
“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.”