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195: Planet Fitness with new CMO Jeremy Tucker

Jeremy Tucker, CMO at Planet Fitness

During this 195th episode of “Marketing Today,” host Alan Hart interviews Jeremy “JT” Tucker, the new CMO  of Planet Fitness.  Tucker has worked for world-renowned brands such as Frito-Lay, PepsiCo, Disney, and Nissan.

We discuss JT’s background and his first few weeks at Planet Fitness, including his strategy for jumping headfirst into big changes at a new company. Jeremy shares what changes he made quickly after arriving, the actions he saw others taking in the fitness space, and what inspired the successful “Bull Fit” campaign.

Tucker also addresses the importance of approaching marketing from a human and emotive space. He remarks that as they collected research, “We really just wanted to understand the perceptions that kept people from actually coming into a club.” When describing the exhilaration of kicking off their ad campaign in Times Square on New Year’s Eve, he advises, “There are a lot of crowded big moments out there. It’s so hard to breakthrough, but if you’re authentic, and it makes sense, you can nail it.” Tucker also reflects on the creative aspects of his work when he says, “Good ideas come from anywhere and everywhere.” Tucker’s optimism and leadership will inspire you to approach your work with curiosity and joy.

Highlights from this week’s “Marketing Today”:

  • JT’s background and how he ended up at Planet Fitness. 01:34
  • JT describes opportunities he had to work for brands where brand drives business decisions. 04:51
  • JT describes jumping into Planet Fitness during their busy season and the challenges of jumping in headfirst. 06:23
  • Learn about the changes JT made very quickly upon joining Planet Fitness. 08:58
  • Why JT believes in the business and how he feels Planet Fitness can break down barriers to support regular Americans. 10:59
  • Learn about the research that went into the Bull Fit ad campaign. 12:13
  • Some of the best social content they’ve ever created was when they had kids scrub fitspo accounts on Instagram. 14:37
  • The importance of addressing marketing from a human and emotive place. 15:54
  • They discuss the eight and twelve-minute circuits at Planet Fitness for people who want quick workouts. 16:51
  • The rewards of marketing that desires to change behavior in meaningful and purposeful ways. 19:27
  • JT tells us about the experience of kicking off their ad campaign on New Year’s in Times Square. 21:51
  • What’s coming next for JT in 2020? 23:51
  • Is there an experience in his past that defines who he is today? 26:15
  • What advice would JT give his younger self if he had to start all over? 28:02
  • Are there any brands, companies, or causes that JT follows that he thinks other people should take notice of? 30:15
  • As a marketer, what does he feel the biggest opportunity or threat that is facing marketers? 32:45

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