If you turn on the TV or scroll on social media, you might see one of March Madness’ biggest stars walking through a Planet Fitness facility.
That would be UConn women’s basketball shooting guard, Azzi Fudd, who has been partnering with top brands during the tournament, including the high-value, low-price (HVLP) gym giant.
“Really fortunate to have done some really amazing and fun deals and have some great partnerships,” Fudd told The Associated Press. “I’m super excited to see everything just start to roll out. It’s going to be crazy to see everything I’ve done. I feel like a lot of things are being posted now.”
The partnership puts an emphasis on recovery, with clips of Fudd saying she comes to the Planet Fitness Black Card Spa to “rebound and recover” as part of her post-game routine.
One video shows her making use of the HydroMassage bed from WellnessSpace Brands, as well as the Total Body Enhancement booth, which combines red light therapy with vibrating platform technology to improve skin appearance, boost circulation and aid muscle recovery.
“It’s an essential part of literally every single day — some form of recovery,” Fudd said. “So to be able to partner with them and really put that emphasis on how important it is to make sure you’re recovering and take care of yourself physically, mentally, no matter if it’s a massage chair, if it’s blowing out, like, whatever it is, you have to put that time with that to take your comfort.”
Fudd’s relationship with Planet Fitness comes after a collegiate career plagued with several injuries, including to her foot and knee, as well as an ACL tear. But after staying healthy the past two years, Fudd helped UConn win its 12th national championship last year.
“Having gone through the injuries, I learned a lot about how important it is to have a great warmup and how extremely vital it is to also have a great recovery,” she explained.
Fudd’s partnership is another reflection of heightened interest in the sport, as brands across the fitness and wellness industry have an opportunity to leverage product offerings, strategic sponsorships and athlete collaborations as enthusiasm for women’s basketball and the WNBA continues to grow.
This isn’t the first time Planet Fitness has highlighted its recovery offerings amid March Madness buzz. Last year, the operator invited non-members and Classic Card members into Los Angeles gyms to enjoy complimentary access to the fitness franchisor’s Black Card Spa for relaxation and recovery during the NCAA Basketball Tournament.
Planet Fitness has also been increasingly investing in recovery amenities as part of its premium Black Card offerings ahead of its planned price hike, which upped its Black Card membership to $29.99/month from $24.99.
