Megan Thee Stallion has a new gig. She stars as the “fierce fitness goddess-like persona”, Mother Fitness, in Planet Fitness’ new year campaign by Barkley.

In the campaign film, directed by Calmatic, she rails against the bleak fitness landscape dominated by negative gym behaviour and deceptive gym owner practices, using the power of the Planet Fitness’ Judgement Free Zone to conquer it.

The campaign encourages people to strive for Big Fitness Energy in an environment that’s supportive and flexible. In line with the pop star drawcard idea Planet Fitness has joined forces with Megan Thee Stallion to create merch range available online at Planet Fitness store website. All proceeds will benefit the Pete & Thomas Foundation, the non-profit organisation Megan founded that focuses on uplifting and assisting women, children, senior citizens, and underserved communities in Houston, Texas and across the world through education, housing, health and wellness.

The limited-edition range includes crew neck sweatshirts that declare Big Fitness Energy for Everybody (-ody-ody), bucket hats and water bottles that shout Real Hot Girl Fit, and sticker sheets.

Planet Fitness is also a presenting sponsor of the Times Square New Year’s Eve celebration again this year. Megan will be the first performance of the new year on the Planet Fitness stage in Times Square at this year’s Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest 2024 airing on ABC.

“Music plays a huge role in any fitness routine, so Planet Fitness is thrilled to be teaming up with Megan Thee Stallion to break down the barriers of fitness, help everyone focus on their fitness journeys, the Judgement Free way, and channel their Big Fitness Energy,” stated Jamie Medeiros, chief brand officer at Planet Fitness in the campaign blog. “Megan Thee Stallion celebrates all the values of Planet Fitness through her dedication to physical and mental wellness, plus her powerful message of body positivity, which makes her an incredible partner for our brand.”