Jeff Di Fiore

Planet Fitness: Erica Lupo

"Biggest Loser" Brand Integration

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The gym used in “The Biggest Loser” reboot was completely equipped by Planet Fitness. The inspirational trainer on the show, Erica Lugo, coincidently started her own fitness journey at her local Planet Fitness, where she lost an amazing 160lbs! So this promotion was the perfect partnership. From Planet Fitness, Erica shared her personal story, goals, and workout tips in the form of on-air spots, long-form digital content, a couple Instagram Stories, and even a fun Boomerang. Her positivity and relatability to viewers continues to grow, as well as Planet Fitness’s memberships.