Combating Bullying and Judgment Through Socially Responsible Marketing

Abstract

(a) Situation faced: More than 64.2 million members in 2021 support the United States as the leading fitness market in the world. Planet Fitness, with more than 13.5 million members and 2,124 stores has a great position for positively influencing society in several ways: increasing the adherence to physical activity, supporting general well-being, and promoting socially responsible consumption.

(b) Action taken: Planet Fitness is self-proclaimed to be a Judgement Free Zone®, where people can exercise without any type of intimidation. All their centers are provided with a ‘Lunk Alarm’, a loud siren that goes off when members behave in an intimidating way. This is part of the Judgement Free Generation® project, designed to combat bullying and judgment in today’s society.

(c) Results achieved: Planet Fitness was honored in 2017 with the Gold Halo Award in the social services category for excellence in corporate social impact. In 2021, this movement is one of the most important and influencing programs in the fitness industry worldwide.

(d) Lessons learned: This case is unquestionably a great example of socially responsible marketing in the scope of the fitness and wellness industry. This work is essential for practitioners, educators, university students, and researchers from any field of work who wish to make a positive impact on consumers and society through socially responsible marketing.

Case problem: How can large fitness center chains influence the responsible consumption of members?