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Les Mills
Health Club Management

Health Club Management

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UNITING THE WORLD OF FITNESS
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Health Club Management

Health Club Management

News

Gym 3D-prints Russian dolls to demonstrate workout plan progress

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.

Sign up for FREE ezines & magazines
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’.
HAF,FIT,IND,SAM
THUMB8334_355026.jpg
Latest News
Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness ...
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Almost half of children and young people (46.8 per cent) in England are doing the ...
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The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as ...
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Physical exercise can improve the health of blood vessels in the heart for people with ...
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Thought leaders
Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
Active ageing
The 2019 Moving Communities report highlighted that the silver pound could drive significant growth in public leisure. Operators are capitalising on this potential revenue stream, but uptake is slow. Utku Topraksevten investigates
Features
feature
If you think of school leavers when you think of apprentices, think again. Apprenticeships are far from limited to career starters, with new generation programmes tailor-made to bring out the best in accomplished managers
Features
feature
Exercises, workload, work/rest ratio and pace have been defined and integrated into personalised programmes
Features
feature
A partnership between Pure Gym and BLK BOX is challenging the low-cost model
Features
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
Boxing training can be transferred onto any other sport, as it helps mindset, agility, power, recovery, fitness and strength
People
HCM people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
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News

Gym 3D-prints Russian dolls to demonstrate workout plan progress

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.

Sign up for FREE ezines & magazines
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’.
HAF,FIT,IND,SAM
THUMB8334_355026.jpg

News

Life Leisure is expanding its facility portfolio with the launch of an independent boutique fitness
Almost half of children and young people (46.8 per cent) in England are doing the
A local fitness operator with 11 clubs in Chicago, US, is looking to muscle in
Fitness industry veteran Nick Coutts has been appointed chair of Danish fitness tech firm Motosumo.
The improvements in health and wellbeing associated with exercise referral schemes aren’t as large as
The Bannatyne Group has appointed Hugh Hanley as its new head of fitness. He joins
MyZone
MyZone
Harlands Group is the leading UK specialist in managing membership payments for health & fitness
Physical exercise can improve the health of blood vessels in the heart for people with
Hufft have created a community fitness centre in Humboldt, Kansas, that reflects the US city's
The main political parties need to "discuss prevention in the same breath as they discuss
SoulCycle chief executive Melanie Whelan has resigned from her role, capping off a challenging few
Workspace provider WeWork has launched a full service, on-site wellness programme at its largest site
On-demand fitness app Fiit has partnered with fitness marketplace Hussle, giving Hussle users access to
Alliance Leisure
Alliance Leisure
In the last few years, the rise in popularity of functional training has been significant
Evolution Wellness has developed a new low cost gym concept, which it hopes can tap
EuropeActive has held its latest International Standards Meeting (ISM) in Copenhagen, Denmark. The theme for
Revenue management specialist Transaction Services Group (TSG) has acquired active leisure software and services provider
Focus Training
Focus Training
1 - 15 of 11,175
Features
feature
Legend Leisure Services has delivered an elegant website solution for ANGUSalive
Features
Supplier showcase

Precor and Matrix share their latest operator case studies
Features
Thought leaders
Equinox and SoulCycle became mired in controversy recently, when the CEO and majority shareholder of their parent company hosted a fundraiser for President Trump’s re-election. What's the way forward for these brands and what can we learn from this furore? Kath Hudson asks the thought leaders
Features
Active ageing
The 2019 Moving Communities report highlighted that the silver pound could drive significant growth in public leisure. Operators are capitalising on this potential revenue stream, but uptake is slow. Utku Topraksevten investigates
Features
feature
If you think of school leavers when you think of apprentices, think again. Apprenticeships are far from limited to career starters, with new generation programmes tailor-made to bring out the best in accomplished managers
Features
feature
Exercises, workload, work/rest ratio and pace have been defined and integrated into personalised programmes
Features
feature
A partnership between Pure Gym and BLK BOX is challenging the low-cost model
Features
People
HCM people

Gita Sjahrir

Founder, R-FITNESS
We became the first boutique fitness brand in all of Southeast Asia to ever raise venture capital backing. This was positive for the industry as it signalled that the industry had growth potential
People
Boxing training can be transferred onto any other sport, as it helps mindset, agility, power, recovery, fitness and strength
People
HCM people

José Teixeira

SC Fitness, Portugal: head of customer experience
People often assume that those who pay more stay longer, but we don’t see this. What we see is that if you have PT you stay longer because you use more, not because you pay more
People
We’re trying to help people understand exactly how much effort they need to apply in order to get the best outcome, so they can do it over a long period of time and not burn out. The overall training effect is then much better
People
you can never sit back and say ‘yeah, we’ve got it now, it’s all sorted’. With each change of government, each change of minister, you have to keep working on those relationships
People
One of the opportunities we’re looking at is in London. The location doesn’t suit a low-cost gym, but would suit a boutique-style model. - John Oxley
People
HCM people

Rachael Blumberg

Platefit: creator and founder
People know yoga, Pilates, HIIT and Barry’s Bootcamp, but many don’t know vibration training and it’s my intention, passion and purpose to make it available and bring it to the world
People
WE11 is a disruptive model and is going to cause mayhem in the industry: we’ve flipped the script and given the PTs a fair deal, instead of rinsing them
People
Taking on BMF wasn’t without its risks: it might seem a simple model, but it’s actually a tough business to make any serious value out of
People
Job search
POST YOUR JOB
Featured supplier news
Featured supplier: Wattbike remain best-in-class performance bike for David Lloyd Leisure
David Lloyd Leisure has announced Wattbike as its performance bike of choice after a recent tender.
Featured supplier news
Featured supplier: Power Plate launches new line of premium targeted vibration products
Power Plate, the global leader in Whole Body Vibration Training equipment for 20 years, has launched an expansion of their robust line of vibrating plates.
Video Gallery
Harlands Group Overview
Harlands Group
An overview of the Harlands Group, the membership management experts. Read more
More videos:
Company profiles
Company profile: Wattbike
Wattbike is the creator of the world’s most advanced and innovative indoor bikes, developed in ...
Company profiles
Company profile: Crown Sports Lockers
Crown Sports Lockers has designed, crafted and fitted bespoke timber furniture for spas, hotels and ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Fitness software
Go Do.Fitness: Fitness software
Direct debit solutions
Debit Finance Collections: Direct debit solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Fitness equipment
Stages Cycling: Fitness equipment
Management software
Fisikal: Management software
Skincare
Comfort Zone - Davines S.p.A: Skincare
Locking solutions
Ojmar: Locking solutions
Audio visual
Hutchison Technologies: Audio visual
Exercise equipment
Power Plate: Exercise equipment
Property & Tenders
Diary dates
10-12 Dec 2019
tbc, Fort Lauderdale, United States
Diary dates
21-23 Jan 2020
Harrogate Convention Centre, Harrogate, United Kingdom
Diary dates
28-30 Jan 2020
Ericsson Exhibition Hall, Ricoh Arena, Coventry, United Kingdom
Diary dates
29-30 Jan 2020
Holiday Inn San Francisco-Golden Gateway, San Francisco, United States
Diary dates
23-25 Mar 2020
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Diary dates
25-26 Mar 2020
Eastwood Hall, Nottingham, United Kingdom
Diary dates
04 Jun 2020
Marriott Forest of Arden Hotel & Country Club, Birmingham, United Kingdom
Diary dates
10-27 Jun 2020
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Diary dates
13 Jun 2020
Worldwide, Various,
Diary dates
17-18 Jun 2020
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Diary dates
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Diary dates
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