Gym Group – HIIT 100

Brief to utilise ambassador Jonnie Peacock and create ever-green content to raise awareness of The Gym Group and the opening of its 100th gym.

Our insight showed that celebrities have huge media appeal while appearing on Strictly Come Dancing and viewers feel inspired to take on dance-related classes during Strictly season.

Our creative developed a HIIT workout, designed to help build fitness for ballroom dancing, without any Strictly mentions and maximised the newsworthiness of Jonnie with the media.

The video content showcased the events of the day, photography was uploaded to PA newswire, an infographic demonstrated the workout and a Sauce UGC video showcased Gym Group gyms taking part across the country.

Media interviews and a media sell-in generated 95 pieces of coverage (including three nationals) and a total reach of over 74million.

All 100 clubs engaged with the campaign, arranging HIIT 100 fitness classes for their members.