Before Planet Fitness became the national powerhouse it is today, I led the creative that helped define its voice and carve out its distinct place in the fitness world. While traditional gyms flexed their protein-packed muscles and exclusivity, we leaned into “gymtimidation” as the villain—and positioned Planet Fitness as the welcoming, judgment-free alternative. The spots we created were bold, funny, and totally un-gymlike, making it clear this wasn’t just another fitness chain—it was something entirely different. That campaign helped set the tone for a brand that would go on to dominate the category by doing the exact opposite of what everyone else was doing.