I developed a comprehensive creative system to evolve Planet Fitness’s CRM ecosystem, supporting both their refreshed brand expression and broader member engagement strategy. The work focused on strengthening connections across the member lifecycle, delivering thoughtful, insight-driven creative that resonated with prospective, new, and existing members.

A series of integrated email, in-app messaging, and SMS initiatives were created to support key business priorities, including acquisition, promotional moments, and premium membership upgrades. Each touchpoint was designed to deliver the right message at the right moment, leveraging audience behaviors and lifecycle signals to create more relevant and motivating member experiences.

The CRM program also introduced more intentional lifecycle communications, from onboarding journeys that reinforced early engagement to win-back efforts designed to re-establish relationships with inactive members. Continuous creative optimization and A/B testing helped refine the system over time, resulting in stronger engagement, improved conversion, and a more cohesive and effective member experience.