London gym group Gymbox is aiming to get the capital back on the road to fitness with a new out of home campaign that encourages consumers to take on a new work-out.
Devised by independent agency Pablo, the activity aims to bring to life the gym’s philosophy of ‘Anything Goes’ – a belief that working out should be as fun as going out.
In this spirit, Gymbox, which claims to the antidote to boring gyms, wanted to bring this to life by creating another way to make working out as fun as it can be with a new streetside challenge.
Gymbox decided to turn billboards into a workout for passing Londoners and shows a start and finish line spread across two billboards, encouraging passers-by to challenge their mates, themselves, or anyone who’s up for it to a 10-metre dash.
The ultimate aim is to show potential gym goers there is always fun to be had while working out and encourage them to start their fitness journey with Gymbox.
It follows the recent research from YouGov which found that a quarter of Britons think they could qualify for the 2028 Olympics if they start training today, and remarkably 6% (400,000) say they could qualify for the 100m sprint.
Gymbox will also be on hand with a velocity speed gun at the billboards so that people can see how their speed fairs against their friends, as well as qualifying times of Olympic and Paralympic 100m sprinters – which will feature on Gymbox’s TikTok and Instagram channels.
The billboards will be live all this week from just outside the Arsenal Emirates stadium in North London.
Gymbox brand and marketing director Rory McEntee said: “We are the gym where anything goes – whether you’re aiming for Olympic glory or just want to feel great in your own skin. No Hang-ups, cliques, pressure or hassle; we’re bringing that energetic, no-pressure ethos to the streets of London.
“For the mirror, for your happy hormones, for a laugh, for best results, train your way and if that involves a quick 10-metre dash while going about your day, we’re here for it.”
Pablo executive creative director Dan Watts added: “We’ve loved working with the team at Gymbox to bring to life the spirit of their brand – the antidote to boring gyms – with this activation that shows that even on your morning commute you can get the blood pumping and have some fun at the same time.”
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