Anytime Fitness has introduced a novel initiative designed to motivate Australians to stay active and promote the importance of mental health through a brand-new podcast series, ‘Tread Mates’. This unique venture pairs Aussies with motivational figures, including Turia Pitt, Osher Gunsberg, and Troy Sachs OAM, and encourages them to run, walk or roll in unison.
The goal of this project is to offer Australia’s fitness enthusiasts a virtual workout buddy. It ultimately acknowledges that an exercise routine carried out with companionship is considerably more potent. Tread Mates aims to underscore the significance of regular physical activity and supporting one another in fostering mental wellness. The project is unique, and its purpose is to help listeners connect with a sense of purpose as they exercise while listening to inspirational stories shared by the personalities.
This innovative podcast series was curated to be consumed while on the move. It showcases the personal mental health journey of each podcast participant, submitting them both as motivational figures and challenging the existing stigmas surrounding mental health. In parallel, it thrusts participants to join ‘Tread as One’, a yearly event organized by Anytime Fitness on 12 October to generate monetary contributions for R U OK, a suicide prevention charity.
Reflecting on the project, Aden Hepburn, CEO at Akcelo, expressed the value of moving not just for physical wellbeing but also for mental health. The purpose of this campaign is not merely to encourage physical activities but also to initiate real dialogues about mental health while concurrently raising funds.
A study from Anytime Fitness discovered that about 51% of Australians do not have friends to accompany them during workouts. An astounding 91% are open to discussing personal predicaments while they are exercising with a companion. In response to this, the Tread Mates campaign is developed to serve as a supportive digital workout buddy, designed to provide an atmosphere of connectivity and motivation to the listeners.
Caitlin Bancroft, the group chief marketing officer, stated that the brand aimed to instill a sense of community and consistently sustain mental health awareness. They aspire to inspire Australians to choose the companionship of friends while embracing fitness, to not be hesitant in seeking support when needed. With the hope of encouraging more participation on the day of ‘Tread as One’, they aim to generate increased funds for their long-term charity partner, R U OK.
‘Tread as One’ invites all Australians, irrespective of whether they are members of Anytime Fitness, to contribute to the suicide prevention cause. The campaign aims to raise about $300,000 this year, adding to the astonishing $1.2 million funds already generated for the suicide prevention charity since 2019.
An essential part of launching ‘Tread Mates’ for Anytime Fitness involved Akcelo overseeing the creative, production, talent, PR, social, and content aspects of the campaign. This multifaceted project effectively offers viewers a mate to move with and motivates them towards achieving their individual fitness goals. The campaign supports listeners and encourages them to speak about their challenges, reiterating the value of physical and mental wellbeing. Through such endeavors, Anytime Fitness paves the way for promoting fitness and mental health space simultaneously.
