At Planet Fitness, though the chain turned off big promotional sales and campaigns from mid-March to September last year, the brand never went dark and kept up communication via its digital channels. The free "United We Move" program of digital workouts kept members up and off the couch, says Tucker. When others were using somber music and serious messaging in the spring, Planet Fitness stayed true to its brand of humor, a strategy that's continued in recent months. The chain, which reported a total revenue decline of 30% to $57.7 million in the fourth quarter due to pandemic closures, partnered with Comedy Central on a video depicting a couple breaking up with their fart-riddled couch as they plan to get their own bodies in shape. Planet Fitness, which works with agency-of-record Barkley, is currently running a spot that illustrates the difficulties of working out at home and encourages people to "Take your workout back at Planet Fitness."