Digital and insight lessons Anytime Fitness’ CMO is taking from the COVID-19 crisis


Personalisation, less intimation and collecting frequent customer insights are among the takeaways of the COVID-19 crisis for the CMO of Collective Wellness Group, Emily Thompson.

Speaking to CMO following the launch of the ‘24/7 Human’ campaign for the group’s Anytime Fitness brand, Thompson said a lot of marketing during the crisis has been about engagement and soliciting more feedback.

“We haven’t done enough of that in the past with members. I think we’ve done more of that in the last three months than in the last three years,” she said. “It’s something we will continue to do so we’re more in touch and data-driven.”

Like many retail, hospitality and physical experience-based brands, Anytime Fitness was forced to shut its doors in March as a result of the COVID-19 pandemic. But that didn’t mean shutting down engagement with members. If anything, finding ways to connect become even more critical.

For one, information-based communication has been vital. “We’ve seen it with closing and reopening the gyms – members want to know what is going on,” Thompson said. “You’ve seen it within workplaces, and in the way we need to keep employees working from home in the loop, too. How we could keep everyone in that loop, including our franchisees, and heading on the same journey, has been key.”

To do this, steps Anytime Fitness took early on included calling to check-in with members, and creating an online Facebook group.

“We have 570,000 members, and we had been expecting a six-month closure. We had to keep people engaged if they were to come back to us; keeping connected is essential,” Thompson said.  

Supporting these efforts was a national marketing fund and council. Having underspent in some areas, Thompson said the team was able to pivot funding to support other initiatives.





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