Anytime Fitness Australia has named Akcelo as its new creative agency of record, with the agency to spearhead a marketing transformation across various domains including brand, lead generation, customer experience (CX), digital, social, and customer relationship management (CRM).

The partnership between Akcelo and Anytime Fitness aims to "evolve the fitness experience for Australians." Akcelo has already delivered several initiatives for the fitness network, such as the Day Zero Sale, a partnership with Apple Fitness+, and a redesign of key CRM journeys.

The collaboration commenced with the Tread As One event, which led to the creation of the Tread Mates podcast. This podcast features high-profile guests discussing mental health and was supported by a national public relations campaign, achieving a reach of 90.5 million.

Akcelo is conducting in-depth audience research to develop a new brand experience strategy for Anytime Fitness. This transformation program will be implemented across the network's 585-plus clubs, aiming to enhance both physical and digital customer experiences. The focus will be on convenience and community.

Anytime Fitness has set a goal to inspire one million healthier lives by 2030. A new brand campaign will be launched to build on the existing Find Your Fit platform.

Group Chief Brand & Marketing Officer at Collective Wellness Group, Caitlin Bancroft, said: "With a goal to inspire one million healthier lives by 2030, we needed more than just a traditional advertising agency. We wanted a partner that understands and can deliver against the entire customer journey, from our brand marketing to our CX & CRM work, through to the in-gym experience. Partnering with Akcelo has helped us reframe how we connect with our prospects and members across every stage of their journey, and we're excited about the great work we're creating together."

CEO and Founder of Akcelo, Aden Hepburn, said: "Anytime Fitness is a brand with an incredible purpose - to inspire Australians to live healthier lives. We're excited to help them further evolve into a modern wellbeing brand with a roadmap of incredible work and experiences as we work hand in hand to transform the business. As someone who's started on their own wellbeing journey, I'm excited to deploy the full power of Akcelo to shape the future of fitness, both in Australia and beyond."