Planet Fitness Gets It – Muscles Ahead of TikTok and Instagram!

Ariel Ariel

This is a single insight from This Week in Apps #115 - Not More of the Same. Check out the full article for more insights.

I'm always on the lookout for clever campaigns that come with a bang, and this week, I came across a great one that's been taking over the App Store.

Planet Fitness, a national chain of gyms, is giving free access to teens for the entire summer. Free has a nice ring to it, right? No catch. Just sign up and download the app, which serves as your gym pass, and you're in.

Umm, wait, download the app...

The campaign, which started on May 16th, helped skyrocket the app to the top of the US App Store almost instantly. It hasn't left since, sitting pretty ahead of popular teen destinations like TikTok and Instagram.

That translates into a lot of attention!

Our estimates show that in its first week, the campaign has resulted in 1.1 million downloads across the App Store and Google Play. However, most of them came from the App Store, where downloads grew by more than 600%. Downloads doubled on Google Play.

I don't expect this to end any time soon as the campaign lasts until the end of August.

Why is this clever? Most teens aren't likely to sign up for a gym membership, which means Planet Fitness isn't cannibalizing any revenue by offering this. And I did say most and not all, so I'm sure there's some loss, but overall it's the cost of free promotion.

Teens like to use their mobile devices, so a download isn't a hard ask. Many downloads = better rank, and a better rank = more visibility. The kind of visibility that will put Planet Fitness in front of its actual target demographic, which is slightly older.

See what's happening here? Kudos to whoever came up with that idea, and get ready to see rivals attempt their own versions.

App Intelligence for Everyone!

The insights in this report come right out of our App Intelligence platform, which offers access to download and revenue estimates, installed SDKs, and more! Learn more about the tools or schedule a demo with our team to get started.

Are you a Journalist? You can get access to our app and market intelligence for free through the Appfigures for Journalists program. Contact us for more details.

All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.

Related Resources

RIP Video Editors - The Most Downloaded Apps in December
RIP Video Editors - The Most Downloaded Apps in December

I crunched the numbers and ranked the most downloaded apps in the world in December, and in case you want to jump ahea...

It (Finally) Happened - The Most Downloaded Games in December
It (Finally) Happened - The Most Downloaded Games in December

Unlike apps, games saw the exact opposite trend in December with downloads moving up instead of down, in part thanks t...