‘We’re really transforming their business’: Akcelo CEO on first Anytime Fitness campaign

August 1, 2025 10:51

Akcelo has launched its first piece of work for Anytime Fitness, a refresh of its pre-existing ‘Find Your Fit’ brand platform. Aden Hepburn, the agency’s CEO, tells Mumbrella how this fits into the wider transformation strategy.

Akcelo won the account last month, and has been tasked with driving marketing across brand, lead generation, customer experience, digital, social, and CRM. The change of hands came as Anytime Fitness was looking to “deliver against the entire customer journey”.

The new campaign, ‘Find Your Fitphoria’ reimagines traditional fitness advertising, signalling this shift for the brand in terms of scale, impact, and creative ambition, according to Hepburn.

Subscribe to keep reading

Join Mumbrella Pro to access the Mumbrella archive and read our premium analysis of everything under the media and marketing umbrella.

Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.