Gym 3D-prints Russian dolls to demonstrate workout plan progress
POSTED 22 Feb 2016 . BY Jak Phillips
The catchy concept has gained significant social media traction, helping to boost the gym chain’s profile globally Credit: Brick
US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.
Citing statistics that nearly 80 per cent of New Year gym starters give up within five months, Brick has 3D-printed a range of Russian dolls designed to demonstrate the progress members can expect to make by following its various workout plans. The dolls illustrate progression over a five-month period for Brick’s programmes centred around CrossFit, HIIT circuits, mobility and yoga, as well as advanced athletics performance.
Inside each doll is a USB stick containing a customised five-month plan for the new member, based on their workout goals. New members receive the dolls as an incentive to keep up with their plan and to serve as a reminder of the end result.
As well as serving as a hook for new members, the catchy concept has gained significant social media traction and has helped to boost the gym chain’s profile globally.
Health clubs have been upping their game when it comes to marketing in recent years and 2016 has enjoyed a particularly strong start. Premium health and fitness operator Equinox recently turned heads with a challenging new year fitness campaign promoting the concept of consumer loyalty to their gym through a series of provocative images. Meanwhile, Virgin Active won plaudits for its cheeky ‘We’ve got a workout for that’ campaign, replicating gym exercises with more visceral applications on a date night.
Check out the upcoming April edition of Health Club Management magazine for a full review of new year fitness marketing campaigns form ukactive strategy director Mark Hutcheon.
Equinox to diversify into hotel business POSTED 18 May 2015. BY Kath Hudson Equinox Holdings, parent company of high end US health club chain Equinox Fitness, is
preparing to launch an upscale hospitality brand.
It’s been five years since the fitness industry reopened after the last lockdown – long enough
to look back on the impact the pandemic had on the sector and what might come next.
Wattbike has announced a new integration with EGYM, which enables the bikes to contribute to
the Cardio BioAge score of individuals via a VO2 max result.
Les Mills has launched a reformer Pilates workout. The 45-minute workout blends traditional
reformer movements and more contemporary exercises, choreographed to music.
Panatta brought together four of the most influential figures in bodybuilding history on the
stage of RiminiWellness 2026: Phil Heath, Lee Haney, Ronnie Coleman and Hany Rambod. [more...]
Gym 3D-prints Russian dolls to demonstrate workout plan progress
POSTED 22 Feb 2016 . BY Jak Phillips
The catchy concept has gained significant social media traction, helping to boost the gym chain’s profile globally Credit: Brick
US gym chain Brick has teamed up with advertising giant BBDO New York to create an innovative campaign designed to help members from ‘falling off the fitness cliff’.
Citing statistics that nearly 80 per cent of New Year gym starters give up within five months, Brick has 3D-printed a range of Russian dolls designed to demonstrate the progress members can expect to make by following its various workout plans. The dolls illustrate progression over a five-month period for Brick’s programmes centred around CrossFit, HIIT circuits, mobility and yoga, as well as advanced athletics performance.
Inside each doll is a USB stick containing a customised five-month plan for the new member, based on their workout goals. New members receive the dolls as an incentive to keep up with their plan and to serve as a reminder of the end result.
As well as serving as a hook for new members, the catchy concept has gained significant social media traction and has helped to boost the gym chain’s profile globally.
Health clubs have been upping their game when it comes to marketing in recent years and 2016 has enjoyed a particularly strong start. Premium health and fitness operator Equinox recently turned heads with a challenging new year fitness campaign promoting the concept of consumer loyalty to their gym through a series of provocative images. Meanwhile, Virgin Active won plaudits for its cheeky ‘We’ve got a workout for that’ campaign, replicating gym exercises with more visceral applications on a date night.
Check out the upcoming April edition of Health Club Management magazine for a full review of new year fitness marketing campaigns form ukactive strategy director Mark Hutcheon.
Equinox to diversify into hotel business POSTED 18 May 2015. BY Kath Hudson Equinox Holdings, parent company of high end US health club chain Equinox Fitness, is
preparing to launch an upscale hospitality brand.
It’s been five years since the fitness industry reopened after the last lockdown – long enough
to look back on the impact the pandemic had on the sector and what might come next.
Wattbike has announced a new integration with EGYM, which enables the bikes to contribute to
the Cardio BioAge score of individuals via a VO2 max result.
Les Mills has launched a reformer Pilates workout. The 45-minute workout blends traditional
reformer movements and more contemporary exercises, choreographed to music.
According to research which tracked more than 147,000 people for 30 years, 90-120 minutes
of strength training a week may deliver some of the biggest long-term health rewards.
Panatta brought together four of the most influential figures in bodybuilding history on the
stage of RiminiWellness 2026: Phil Heath, Lee Haney, Ronnie Coleman and Hany Rambod. [more...]
