Planet Fitness has always marketed to out-of-shape people who just want to jog-walk on the treadmill without being judged by gym rats.
Now the fitness chain is doing the same thing on Pinterest.
Planet Fitness has created a micro-site where Pinterest users can upload whatever picture they find intimidating and “de-pintimidate” it by covering it up with sarcasm, silly props, or the “no pintimidation” slogan.
While users revere Pinterest for its beautiful images, the bookmarking site also causes anxiety among crafters and cooks who can’t duplicate the projects they see in the pictures. A recent TODAY survey of 7,000 U.S. mothers showed that 42 percent of them suffer from a made-up ailment called “Pinterest stress.”
The same goes for “thinspiration,” an alarming trend where users post pictures of too-skinny girls to motivate themselves to lose weight.
“We thought this was a great way to encourage everyone to de-stress the web and have a little fun at the same time,” said Jamie Medeiros, vice president of marketing at Planet Fitness, in a statement.