Anytime Fitness has launched its Anytime Workouts app with the ‘F*ck Unfit’ campaign.

Gym chain Anytime Fitness has introduced its largest ever member engagement program and new exclusive member app via the ‘F*ck Unfit’ campaign.

The company collaborated with creative agency Bloom to create the campaign.

“This is our biggest and bravest campaign to date,” says Anytime Fitness CEO Arthur McColl.

“We, together with Anytime Fitness, wanted to produce a hard-hitting campaign that would hopefully get the nation talking and debating fitness,” says Neil Lockwood from Bloom.

“We developed the provocative concept of ‘F*ck Unfit’ from the insights of the emotional connection to fitness, because at this time of year, we’re looking to capture the attention of those who need the realisation, motivation and support to get active, and improve their health and wellbeing,” Lockwood says.

The Anytime Workout app, powered by Anytime Health and exclusive to Anytime Fitness members features over 3000 workouts and exercises.

The campaign will run until mid-February and is being rolled out within Anytime Fitness clubs, merchandise, and social media and print advertising.