We’ve met Mother Nature from Apple and Father Christmas from Capital One in recent months. Now, Planet Fitness is introducing Mother Fitness, a character played by Megan Thee Stallion that the gym chain created as part of its annual New Year’s campaign.

The Hampton, New Hampshire-based company is debuting a 30-second spot today showing Megan Thee Stallion as a purple-hued proponent of a better fitness and health experience.

“The landscape of fitness was bleak,” she says in the spot, describing a series of “toxic nastiness” before urging viewers “to the judgment-free zone. Welcome to Planet Fitness, where everybody can work out in their own way.” The pop star’s song “Body” plays in the background.

The campaign plays into the brand’s mantra of “judgment-free” workouts that don’t include the social stigma rampant in some higher-end gym brands. It’s part of Planet Fitness’ “Big Fitness Energy for All” 2024 campaign.

Jamie Medeiros, chief brand officer at Planet Fitness, said the company is often looking for ways to break through with its marketing.

“We do think Mother Fitness and Megan Thee Stallion really help with that by doing it in a unique way,” she said. “She’s able to bring her personality to the spot and also break it down with humor and some irreverence in a way that gets people talking but also allows us to showcase that fitness doesn’t have to be intimidating or serious all the time.”

As part of the campaign, Megan Thee Stallion will perform live in Times Square on New Year’s Eve as part of a sponsorship with the Times Square Alliance, a business improvement district that runs the event. Other NYE sponsors include Kia, Carnival, Fontainebleau Las Vegas, Kay Jewelers and the Sino American Friendship Association, according to Times Square Alliance’s website.

The campaign, which was created with Barkley, also includes social content around Mother Fitness’ origins and a TikTok “Real Squat Girl Fit” challenge run by Megan Thee Stallion that will involve challenging people to do fitness squats. In addition, Planet Fitness is selling co-branded merchandise with the singer, including a hat, sweatshirt and water bottle.

“Megan allows us to be front and center with breakthrough messages that tied to Planet Fitness in an authentic way,” said Medeiros.

Digital and social parts of Plant Fitness’ campaign begin today and the commercial will begin airing on Dec. 30 on linear and connected TV. Planet Fitness worked with Crossmedia on media duties.

On a call with analysts, Craig Benson, who has been interim CEO since the September ouster of former CEO Chris Rondeau, highlighted the importance of using marketing to build Planet Fitness’ reputation as a value brand for Gen Z.

“We need to do that to make sure that we have an opportunity to get our story out there, because these Gen Zs and what have you are much more into value but also into what do you stand for,” Benson said on the call.