For the third year running, Planet Fitness will sponsor NBC’s “The Biggest Loser,” which premieres for its 15th season on October 15, 2013.
This year’s Biggest Loser theme is “Second Chances,” and Planet Fitness will help contestants in this endeavor by fully equipping the gym on The Biggest Loser ranch, and sponsoring one episode challenge.
Planet Fitness’ initial sponsorship of The Biggest Loser began in 2011. According to Dawn Sullivan, the director of marketing for Planet Fitness, since then the sponsorship has evolved. “Initially, it was very simplistic to what we have today,” she said.
For example, participants would be filmed working out in a Planet Fitness club — but audiences didn’t get as much exposure to the brand as they will during this season’s run. “Today, we have much more branding within the show,” said Sullivan.
After contestants take their exit from the show, those who live nearby a Planet Fitness club receive a free year membership and sometimes participate in club grand openings.
According to Sullivan, sponsoring the show has been a beneficial move for the company. “It helps promote our ‘Judgment Free Zone,’” she said. “The fact that people really know us as a national brand — it’s exciting … We wanted to have an integration that really aligned with the brand, and we thought The Biggest Loser was a great fit.”
On October 15, Planet Fitness will host premiere viewing parties at participating Planet Fitness clubs across the U.S. The Biggest Loser airs on NBC Tuesday nights at 8:00 p.m. ET/7:00 p.m. CT.
By Rachel Zabonick