First-ever national workouts and wellbeing week raises money for Mind whilst driving memberships
Earlier this year, Anytime Fitness UK announced they had partnered with mental health charity Mind. Brokered by Promote PR, the partnership aims to promote the synergy between physical activity and positive mental health whilst at the same time raising vital funds for Mind to support their work.
The first activity in the partnership saw Promote and Anytime Fitness launched the first-ever National Workouts and Wellbeing Week at the end of March. An officially registered national awareness week, Anytime Fitness opened up the doors of its 160+ UK clubs for free for the duration of the week, offering complimentary seven-day gym passes to encourage more people to get active. With clubs also hosting a number of additional in-club activities including wellness workshops, accessible fitness challenges and prize raffles, for each new member sign-up during the week Anytime Fitness pledged to donate £10 to Mind.
Promote supported the week with media and influencer engagement to reach an audience of over 13 million. Expert comment from Anytime Fitness’ master trainer driving coverage in Cosmopolitan, Red, Prima whilst Coach dedicated a whole feature to Workouts and Wellbeing Week. Our engagement with mental health campaigners and fitness influencers generated over 25 social posts promoting the week.
Both Mind and Anytime Fitness deemed the week a win win for both parties. Anytime Fitness recruited 2,390 new members during the week, with some franchise owners citing that the activity helped March deliver more new sign-ups than the traditional peak month of January and those new members sign-ups drove fundraising of £24,000 for Mind!
Over 13 million
New member sign ups
Raised for Mind
What did they think?
"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."
Neil Randall, Director of Sales & Marketing, Anytime Fitness