GoodGym – the organisation which aims to combine exercise with social good – has unveiled its new Sky TV ad which encourages people across the UK to get active while supporting their local communities and the environment.
“Workout For The Future” launches this week and follows GoodGym’s Grand Prix win of the Sky Zero Footprint Fund, which awarded £2m in advertising to organisations aiming to drive positive environmental change, with GoodGym receiving the top prize of £700,000 in media value.
Delivered in partnership with Sky Media, the campaign brings purpose-led storytelling to a national audience at scale.
Created on a modest production budget and featuring real GoodGym volunteers, the ad was filmed on the Hollybush Estate in East London, where the group regularly carries out community projects.
The short film opens on a neglected urban space before a group of volunteers arrive to transform it through planting, cleaning and teamwork, bringing to life a new kind of workout: one that is social, purposeful and environmentally impactful. The ad closes with a call-to-action, inviting viewers to “join a session near you”.
GoodGym currently operates across most urban areas in the UK, with a community of over 26,000 members who have completed nearly 500,000 tasks supporting local projects and older people.
With plans to expand into 20 new areas and reach millions more people across the UK, the campaign taps into a growing appetite, particularly among younger audiences, for activities that combine physical wellbeing, social connection and real-world impact.
GoodGym’s research supports this shift, with 83% of young people prioritising social connection and community impact ranking as the strongest motivator for getting involved.
Founder and CEO Ivo Gormley said: “This ad is a huge moment for us, I can’t believe how many people it will reach. Like so much of what we do, it’s powered by our community, with GoodGymers coming together to make something fun and meaningfuld. As we grow across urban areas in the UK, it feels like the perfect time to spread the word. In a time that can feel short on optimism, we hope it’s a practical, positive invitation to do something that matters.
“It also speaks to something serious: for our cities to thrive, they need to be greener. Tackling climate change means protecting and growing green spaces, but as the ad shows, that can be fun too. It’s about being active, social and making a real difference together. We hope it inspires a wave of environmental volunteering and lasting impact across cities in the UK.”
Sky group director of bigger picture and sustainability Fiona Ball added: “GoodGym’s campaign shows how powerful simple, collective action can be. By bringing community and environmental impact together on screen, it makes getting involved feel accessible, social and rewarding.”
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