Anytime Anytime

It's February. New Year's resolutions have waned.

How can we use Super Bowl as a moment to invite people to start their fitness journey without actually buying a Big Game spot?

With Anytime, your fitness journey can literally start at anytime.

Flexible, hybrid in-gym (+5,000 of them in all seven continents open 24 hours) and at-home offerings, and personalized workout coaches means it’s never been easier to start.

Highlight Anytime’s unique ability to enable fitness journeys anytime by gamifying the Super Bowl.

Anytime anyone hears “anytime,” we’ll offer free memberships and a trip anywhere in the world there’s an Anytime.

We launched a series of videos in the lead up to Super Bowl promoting our competition, #JustHeardAnytime.

The campaign was powered by contextual OOH which greeted football fans as they landed in Phoenix airport. One billboard, directed at commentator Greg Olsen, appeared to have worked—he said it twice.