Collective Wellness Group Appoints MercerBell and Performics for Anytime Fitness Brand

Collective Wellness Group has appointed MercerBell and Performics to develop and execute its omnichannel marketing strategy across both B2B and B2B2C environments.

Per the release:

In what is another winning example of Publicis Groupe’s connected platform approach, MercerBell and Performics partnered to deliver an end-to-end solution for the Collective Wellness Group.


The work will leverage MercerBell’s tools for predicting customer behavior in conjunction with Performics’ intent-based planning to deliver the right message at the right time in the right channel for the consumer. All with the aim of driving engaged leads to franchisees.

The majority of the work will be focused on the continued growth of the Anytime Fitness brand across Australia. Boasting Australia’s largest fitness community, the gym chain has over 500 clubs throughout the country and over 4,500 worldwide.

Xtend Barre and Orangetheory Fitness are two growth brands within the portfolio that are looking to expand significantly in the near future. They will also form part of the remit.

“We know that being healthy means something different to everyone, and for many people, it’s not easy to have a healthy lifestyle in the busy world we live in,” said Emily Thompson, CMO of Collective Wellness Group. “We want to make our brands the most accessible in the fitness industry to help improve the physical and mental wellbeing of Australians, and we’re delighted to appoint Publicis Groupe to help us on this mission. Their focus on customer experience, impressive approach to creative and content, alongside performance media driven by consumer intent, will support the growth of our 550+ franchise locations across the country.”


MercerBell and Performics already work together on a number of brands within Publicis Groupe. Collective Wellness represents a significant opportunity for both agencies to create work that breaks through the “sea of sameness” in the fitness category and delivers both immediate and long-term results that are highly measurable.

The Staff

The Staff

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