Jamie Medeiros: How Planet Fitness Uses Sports Science for March Madness

March Madness is not just an exhilarating time for basketball fans; it may also provide a surprising cardio workout. Recent research indicates that viewers’ heart rates can spike during intense games, showing levels similar to aerobic exercise. In light of this, Planet Fitness has launched its “Rebound & Recover” campaign. This initiative highlights the importance of recovery during high-stress moments, offering visitors an escape via their unique mobile spa, which tours venues nationwide.

Jamie Medeiros, Chief Brand Officer at Planet Fitness, emphasizes that this campaign represents more than just a seasonal marketing gimmick. With over two decades of experience guiding the brand’s evolution, she believes that expanding their focus on recovery services is key to making fitness more accessible to everyone. “Our journey has been about bringing fitness to the masses, and now we’re growing that vision to encompass wellness and recovery,” says Medeiros.

The recovery wellness sector is rapidly expanding, with various businesses vying for attention from consumers seeking innovative recovery methods, from Theraguns to cold plunges and HydroMassages. However, Planet Fitness is adopting a measured approach, using a test-and-learn strategy to decide which amenities should be offered to its members, directly informing what is featured on its mobile spa.

• Spa on Wheels: Now in its second year, the mobile Black Card Spa strategically visits venues where fans gather, allowing potential customers to experience the brand’s carefully curated recovery options firsthand. From massage chairs to HydroMassage and the CryoLounge+, the bus showcases how recovery plays a vital role in well-being. “It creates an immersive experience, letting fans explore the incredible offerings,” explains Medeiros.

• Eyes on the Prize: Not every trendy recovery tool will make it into Planet Fitness clubs. The brand is presently piloting various options in select locations, relying on actual member behavior to determine which amenities earn a permanent place in the Black Card Spa. “We’re actively monitoring how recovery trends evolve and testing what best supports our members,” she states.

• Boots on the Ground: The feedback process extends beyond digital surveys. The Planet Fitness team emphasizes direct engagement with members in clubs, observing how they utilize the Black Card Spa facilities. “Being present allows us to gather insights that inform our future decisions,” Medeiros reveals.

Over the past two years, Planet Fitness has been intent on establishing credibility and cultural relevance without compromising its mission of accessibility, and the “Rebound & Recover” campaign exemplifies this strategy amid the excitement of March Madness. The initiative combines a hands-on tour with a diverse trio of spokespersons who represent a broad age range, from 18 to 80.

• Awesome, Baby!: Featuring basketball legend Dick Vitale adds an element of authenticity to the campaign that resonates deeply with fans. “Partnering with an icon like Dick Vitale, who embodies basketball culture, was essential for us to maintain credibility,” Medeiros acknowledges.

• The Next Generation: UConn guard Azzi Fudd and Michigan guard Elliot Cadeau exemplify the diversity in fitness and recovery journeys. Fudd has candidly shared her comeback story following knee injuries, while Cadeau showcases relentless determination game after game. “Their inspiring stories of resilience highlight that fitness journeys vary greatly and that everyone can strive for their own goals,” adds Medeiros.

At the heart of Planet Fitness’s approach is the principle of democratization. Traditionally, recovery has been associated with elite athletes and exclusive facilities. Planet Fitness challenges this notion, showcasing that recovery and wellness can be accessible to all. “Everyone is working towards their own unique goals, and it’s incredibly valuable to showcase that diversity,” concludes Medeiros.