Gymbox has leaned on the creative firepower of outdoor advertising in its new campaign ‘Start Line’. A simple creative execution featuring a start and finish line spread across two billboards.

The campaign, created by Pablo, encourages passers-by to challenge their mates, themselves, or anyone who's up for it to a 10-metre dash. A creative approach which is designed to show potential gym goers there’s always fun to be had while working out and encourage them to start their fitness journey with Gymbox.

The creative taps into the remarkable self-belief that British people have when it comes to running. According to research from YouGov, a quarter of Britons think they could qualify for the 2028 Olympics if they start training today. While a bold (read delusional) 6% believe they could qualify for the 100m sprint.

Gymbox will be bringing the campaign to life 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.

Rory McEntee, Brand & Marketing Director, Gymbox, explained: “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.”

Dan Watts, Executive Creative Director at Pablo, 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.”

The campaign successfully builds on the gym brand’s creative philosophy, which eschews gym culture and recognises the chaotic and contradictory nature of many consumers' approach to fitness.