January is upon us and after a season of indulgence, the new year brings with it a renewed focus on fitness. To capitalize on this traditional new year resolution to move more, Gymbox has launched a new playful poster campaign that aims to make gym life less predictable, more unusual and more fun. The campaign is aimed at anyone looking to liven up a love of fitness and champion the more unorthodox ways to get fit.

The series of ads run across London and make use of the brand’s bold colours via eye-catching posters inviting people to join Gymbox and become fluent in over 100 classes. 

The headlines read like snippets of conversation that would sound out of place anywhere except Gymbox; weaving in the names and terminology from the wide range of classes that the gym chain has on offer. Classes include the likes of Drill Sergeant, Hangxiety, Suspenders and Beastmode. 

“Everyone wants to learn a new language in January and we’ve got one that’s far more interesting than conversational French. Because when you speak the language of Gymbox, you become fluent in some of the most exciting and unusual exercise classes London has to offer.” explained Matt Lever, BMB, CCO.

In a nod to its members and to spark intrigue in prospective new joiners, the ads acknowledge that some things only make sense at Gymbox, where the classes are so unique that it’s almost like Gymbox has its own language; it might sound strange to outsiders but once you become a member it all falls into place.

“Gymbox is not your typical gym, it has a sense of humour, for a start.” explains Rory McEntee, Gymbox’s Brand and Marketing Director, “Our members are serious about fitness and serious about fun, so we run an unusual combination of classes to make sure they never get bored. This playful campaign perfectly encapsulates the brand’s mischievous side. Featuring some of our most popular class names, these headlines wouldn’t sound out of place being spoken by any of our members. It’s fair to say, some things only make sense at Gymbox.”

The work launches across gym sites, social media and OOH in London from Monday 10th January and will run through the year. Media was bought by the7stars and Jack Media.