The Fitness Facilities & Services category will continue to expand upon their partnership footprint in 2022 after seeing a 41% increase in sponsorships from 2020 to 2021.
In 2021, more than 500 brands were actively buying sponsorship or media across the globe within this category. On average, brands secured 2 deals while having social media posts as 33% of those deals. Planet Fitness leads the way with over 80 sponsorships, 4x more than the second brand, the YMCA.
Planet Fitness has 30% of their deals currently with the NCAA which includes partnerships with the LSU Tigers, Tennessee Volunteers, & Maryland Terrapins. Headquartered in New Hampshire, Planet Fitness sticks to their roots as their top market is the New England region. They have deals with the New Hampshire Motor Speedway, Boston Celtics & NESN.
The YMCA nearly doubled their sponsorship presence in 2021 with a 75% increase overall. The nonprofit organization has new deals with StarCom Racing, the OKC Energy FC and a digital media deal with the AllState Sugar Bowl. Having just under 50% of their sponsorship deals in the MiLB, the YMCA is looking towards another increase in 2022 as MiLB will be back with a full season this Summer.
With Fitness Facilities opening back up post COVID-19, many brands needed to find a way to attract customers back into their establishments. More than 20 brands, including OrangeTheory, CycleBar, and Crunch Fitness, had a promotional sponsorship asset as part of their deals. Many of these deals allowed them to give away different forms of memberships or fitness accessories.