For the second year in a row, the co-ops in Detroit, Flint and Grand Rapids, Michigan, and Chicago, Illinois, including EPIC Fitness, Impact Fitness, Red Mountain Companies, Pinnacle, Black Duck Partners and Dobrinyo/Shebanie Group, helped bring a little of the New York Times Square New Years’ celebrations to local partners and endorsers with custom Planet Fitness^® celebration boxes. 

The franchise groups sent the celebration boxes to major stations and local news outlets. The boxes had Planet Fitness branding, were labeled with individual names and loaded with PF^® swag, including the signature New Years hats. The boxes advertised “Getting Stronger in 2025” to generate excitement about the new things happening within Planet Fitness and to reinforce what was being advertised nationally.

“This idea was built from one executed by PFCSC a few years back,” said Mary Scott, VP of marketing for EPIC Fitness Group. “We loved the look of their program, so we decided to put a local twist on it.”

Many of the local partners who received the boxes loved the goodies, and they shared their excitement on social media. In Detroit, the co-op marketing professionals delivered boxes to the entire talent lineup of the popular radio show “MOJO in the Morning” on iHeart Media, along with a $10,000 donation to the show’s charity. As a result, the radio show had a 10-minute interview on the program discussing Planet Fitness’ new plate-loaded strength equipment, community outreach programs, New Year’s resolutions and more. The celebration boxes were a great way to increase community engagement and encourage excitement around Planet Fitness and the new year.

“Ten minutes of positive PR airtime is not easy to achieve and is a testament to our long-standing relationships combined with some creativity,” Scott said. “It will be difficult to top the results of this year, but we are already thinking of ways we might do that for 2026.”