The guilt-free snack company, Fridge Raiders, has launched ‘Power Play’ to show Brits that getting fit and going to the gym isn’t just about lifting intimidating weights and mindlessly pounding the treadmill – there’s some brilliant, fun alternatives.

Created by 3 Monkeys Zeno and running from the 5^th – 8^th February, the snack brand will be hosting classes curated and lead by renowned PT and fitness influencer, Emily Furey. Power Play offers a range of unique exercise classes that will have visitors working up a sweat, boosting their heart rates and getting their metabolism going – without a treadmill or spin bike in sight. Two classes will also be joined by celebrity and 2018 Dancing on Ice winner, Jake Quickenden.

At Power Play, all 45-minute classes are absolutely free and include Dance Dance (the ultimate activity-based computer game mixed with floor workouts), sports day-themed circuits and a fun-packed, Gladiator-inspired obstacle course.

Not only this, but guests will be able to replenish their power with a range of delicious protein-based snacks that will help keep them powered on-the-go and in the gym; helping them to maintain a healthy lifestyle past January and throughout 2019.

This activation comes as an answer to Fridge Raiders’ recent research, finding that when it comes to New Year’s resolutions, half (50%) of those who make them give up within just one month or less – with only 8% sticking to them all year. This year, 60% of us have forgone the ‘new year, new me’ promises completely, due to lack of success.

The majority (71%) of UK adults have previously made fitness-focused resolutions; unfortunately, 86% of these confess to breaking them before the year is out. We fail, not because we don’t want to get fit, but because a third of us (32%) lose motivation and a fifth (21%) are just too busy.

Of the quarter (23%) of UK adults that have a gym membership, just 12% go regularly; this rises to 18% in those aged 18-34. So, what really stops us going to the gym?

The top five reasons people avoid going to the gym:

• They find the gym experience intimidating (22%)
• They don’t like attending the gym as they find it boring (22%)
• They feel like people are watching everything they do (18%)
• The gym is too crowded, and they hate queuing to use the equipment (16%)
• They’re not really interested in keeping fit (16%)

Power Play aims to be the antidote to boring, intimidating gym routines.

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Blue Chip has been helping get O2 off to a running start in 2019 by developing a campaign to support sales of its fitness accessory range.

Working with high-end sports apparel retailer Jimbag, they’ve created a compelling value-added incentive to drive purchases of O2’s range of Fitbits; a key product across the tech retail world during January. Jimbag’s range is all made in England and designed to last – ideal for the 8% of people who actually see through their New Year’s resolutions.

“Creating stand out and a point of difference at this time of year is key in a period when price promotions are usually the main sales driver” says Account Director Dan Selas. “Partnering with Jimbag has given us that differentiation from the competition with an incentive that is intrinsically linked to the Fitbit product.”

Customers who purchase an eligible product from O2 receive a unique scratch card which can be redeemed from a choice of 8 bags on the campaign microsite. The scratch card mechanic has been a proven success with O2 customers as it offers a tangible reward at the point of purchase and encourages redemption.

The campaign runs until 27^th March 2019 and will be available on the Fitbit Versa and Charge 3 models. The campaign will gain widespread coverage across O2’s own digital channels and within the O2 store estate.

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Omnicom Experiential Group agency, TRO, is making its workforce well-being a priority with the launch of a new initiative in collaboration with POINT3 Wellbeing.

Entitled ‘Wellbeing Wednesday,’ the new weekly event offers employees (along with the local SW London business community) a range of POINT3 workouts, which have been scientifically designed to reduce stress through a combination of movement and mindfulness. Ideal for those on busy schedules, the 45 minute 2-in-1 workouts combine both exercise (either HIIT, Stretching or Running) along with a relaxing mindfulness session. Once a month, POINT3 will also host a talk focused around a different wellbeing theme.

The ‘Thriving at Work’ Report commissioned by the government at the end of 2017 states that 300,000 workers are leaving their jobs every year on account of a mental health related issue. What’s more, it’s thought that 85% of adults are experiencing stress regularly, highlighting the role and responsibility that companies have to managing the mental, as well as physical and emotional health of their employees.

POINT3 was set up by Nicky Morgan, Sarah Mayo and Siôn Stansfield, who first met while working at TRO. They have re-trained as mind and body coaches and are using their corporate experience to now provide total wellbeing experiences that motivate, educate and energise people to be happier, healthier, and more productive.

Amelia Shepherd, Managing Director, TRO commented: “Quite simply, we wouldn’t be anywhere without our people, so we are completely committed to maintaining a holistic approach to nurturing our brilliant workforce. It’s absolutely crucial that mental health is held in the same regard as physical health, and so it was natural to partner with POINT3 to deliver this weekly event for our team.”

Nicky Morgan, Co-founder of POINT3 Wellbeing added: “It feels fitting to partner with TRO on this new Wellbeing Wednesday event, given the POINT3 founders all met here. And having worked at the agency for over 15 years myself, I am delighted to build on this long-standing relationship. Wellbeing Wednesday will be happening every week come rain or shine – firmly putting mind + body health and fitness on the Richmond agenda.”

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Yakult is giving customers the chance to enjoy a range of activities that are rewarding for both body and mind, in a on-pack promotional campaign created to celebrate ‘The Science of You’.

Customers can claim a free sports or wellbeing session with every promotional pack of Yakult and Yakult Light. Various activities on offer include tennis, swimming and golf lessons, personal trainer sessions and even out-of-the-ordinary experiences such as Disco Yoga and outdoor boot camps with British Military Fitness. There are over 3,000 venues taking part in the campaign nationwide.

For those more into wellbeing for the mind, Yakult has also collaborated with The Mindfulness App to offer three months free subscription to its premium meditation service.

Reshma Patel, Marketing Manager at Yakult UK & Ireland, says: “‘The ‘Science of You’ campaign aims to drive penetration over the summer-time, when people are increasingly looking for positive lifestyle choices. The simple mechanic, celebrating wellbeing and the science of the human body, connects the brand with our core values while also helping us deliver on our business objectives.”

The campaign is running until July 31^st, 2018 across 2.5 million packs. Customers who register within the promotional period can still download vouchers until September 30th, with vouchers being accepted at venues until December 3^rd, 2018. Promotional packs can be purchased in all major supermarkets and independents across the UK and Republic of Ireland.

To take part, consumers buy purchase any promotional pack of Yakult or Yakult Light, visit www.yakultactivities.com, register their details and enter their promotional code. They will then be able to browse thousands of independent studios, pools and gyms to find those in their local area and download a voucher. To claim their free activity, customers they must present the voucher at their chosen venue.

Campaign concept, partners and creative, which includes in-store POS, OOH media as well on-pack stickers, was developed and is being managed by London-based agency TLC Marketing. TLC also designed and built the campaign microsite, with the ‘Yakult Activities’ portal, which uses an interactive quiz to educate customers about what activities can help their body and why.

Martin Covill, Director of Business at TLC Marketing, said, “Dr Shirota, the scientist who created Yakult, believed that true health stemmed from both physical fitness and mental wellbeing. The ‘Science of You’ campaign embodies the history and vision of Yakult, but also pays homage to Dr Shirota – honouring his legacy with body and mind orientated rewards.”

TLC Marketing previously worked with Yakult on a 2015 campaign to celebrate the brand’s 80th anniversary with an on-pack ‘Culture Pass’ promotion.

TLC Marketing Worldwide is a global leader in loyalty, incentive and reward campaigns. It is the Institute of Promotional Marketing (IPM) Agency of the Year 2017 and won The Queen’s Award for Enterprise in International Trade in 2016. In the past two years, the agency has also won awards for its work with Continental Tyres, Bupa, Pallas Foods and Braun. Other clients include Eon, HSBC, First Direct and Yakult.

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PayAsUGym, the UK’s largest virtual gym chain, has appointed partnership marketing experts LIME Communications to manage its brand partnership program during 2018, after a successful trial at the end of 2017.

PayAsUGym first approached Lime in October 2017, asking them to approach relevant brands to help drive brand awareness and new customer acquisition. Since then, Tough Mudder, Gap Fit, O2 Priority, Simply Cook and eHarmony have signed up as partners, with more in the pipeline.

For the Tough Mudder relationship, PayAsUGym offered all Tough Mudder customers a 25% discount off a three month Monthly+ pass, while Tough Mudder offered all PayAsUGym customers 25% off Tough Mudder entry tickets. They also ran a joint competition with a prize of two Tough Mudder season passes, with everyone entering receiving a 25% discount off any future UK Tough Mudder event. The partnership was communicated across Tough Mudder’s newsletter, Facebook and Blog and across PayAsUGym’s social channels.

While no single UK gym operator has enough venues to serve a national customer base (even the largest gym chain only has around 150 clubs), PayAsUGym says it has built a network of 3,000 gyms and health clubs, which delivers scale and reach for brand partners.

Neil Harmsworth, COO & Co-Founder of PayAsUGym, says: “PayAsUGym is a unique proposition, and we are seeing a huge increase in customers looking for a gym services that offers total flexibility. We see partnerships being a huge part of helping us to raise awareness of what we have to offer in what is a very crowded and busy market place. We are really pleased to have Lime on board to help us achieve our objectives for the year ahead.”

Tim Hook, Head Of Brand Partnerships at Lime, adds: “Partnerships have become a huge focus for brands, due to the role they can play with helping drive brand awareness and acquisition, often at a fraction of the cost of traditional media. They also allow brands to talk to new audiences and unlock exciting and topical content and offers.”

PayAsUGym claims to be the UK’s largest virtual gym chain, with almost 3,000 participating gyms – almost half of all gyms and health clubs across the country – meaning it has a gym in 96% of postcodes in the UK

Consumers can use the network to exercise anywhere, anytime at thousands of gyms, pools, fitness classes and spas. They can sign up for unlimited membership to the whole network or pick and choose discounted day passes or bundles without the need to sign up to a contract with no admin, no induction process and the option to cancel anytime.

Lime Communications is a brand partnerships and sales promotion agency specialising in connecting brands with entertainment, sport and leisure. Clients include Mars, P&G, Pizza Express, Merlin, Rakuten and Interflora.

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Lucozade Ribena Suntory is running an on-pack promo for its Lucozade Sports brand which offers consumers the chance to win more prizes the more active they are, including fitness trackers, gym memberships, tickets to events such as the FA Cup Final, England football matches, the Tour de France, an Adele concert and holidays to Australia, the US and the Middle East.

For every 5,000 steps – or the cycling or swimming equivalent – consumers register using the brand’s Made to Move app, they get one entry into a daily draw with thousands of prizes on offer, including FitBit fitness trackers and annual gym memberships.

The promotion is live now and runs until July 23 2017.

If they qualify for three daily entries in a week, then they get entered into the weekly prize draw, with high value prizes including tickets to the FA Cup Final, tickets to the British Grand Prix, tickets for an Adele concert, a trip to the Tour de France and holidays to Australia, Dubai, Abu Dhabi and San Francisco.

The Made to Move app for the promotion was developed for Lucozade Sport by agency The Big Kick. The app, which is available on the iTunes store and Google Play store, has to be downloaded to an iPhone or an android device which also has Apple Health Kit or Google Fit installed, or which is synced with a FitBit tracker.

One the app is loaded and synced, every 5,000 steps, 17.25 miles cycled or 0.75 miles swum will count as one ‘Exercise Contribution’. Participants can enter up to 10 times a day via the contribution route. They can also get an extra bonus entry by inputting unique codes from Lucozade Sport bottles (only one per day).

If they make three Exercise Contributions in a calendar week, then they get an entry into the weekly draw (maximum of one a week).

The first 20,000 people to download the Lucozade Sport app will also get a one day pass to Pure Gym.

There are 200 prizes to be won every day, including pairs of entries into Tough Mudder events, pairs of tickets for the Virgin Sport Festival of Fitness event, vouchers for pitch time at Goals football centres, vouchers for of membership at Pure Gym and DW Fitness (varying from one month up to a lifetime membership), free Lucozade Sport drink bottles and free Lucozade Sport.

Northern Irish winners can claim alternative prizes for any daily prizes which are not available in Ulster.

The weekly prizes include FA Cup Final tickets for two, Silverstone Grand Prix tickets for two, six tickets to the Adele concert at Wembley on June 29 (seated in the Lucozade Ribena Suntory corporate box), two tickets to the England-Slovakia game in September 2017, two tickets to the England-Slovenia game in October 2017 and a trip to Pairs for two for the Tour de France weekend on July 22-24. All experience prizes include accommodation and a certain amount of spending money.

There are also four holiday prizes for two people to be won – a week in Australia, five nights in San Francisco, three nights in Abu Dhabi and three nights in Dubai, all including various experiences. Prize sourcing and management is being handled by Cloud Nine.

The promotion will run across 50 million bottles in store, with bonus entry code on every bottle.

The promotion is part of Lucozade Sport’s ongoing Made To Move campaign, where Lucozade Sport has pledged to get 1 million people moving more by 2020.

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Leading sports nutrition brand Maximuscle saw thousands of fitness fanatics visit its stand at this year’s BodyPower Expo from May 12 14, 2017. The event was the first time Maximuscle’s latest products and flavours had been offered to consumers, and the brand’s stand included a sampling bar featuring an array of new products, free giveaways, fitness challenges and appearances by leading sports and fitness personalities.

The stand and related marketing activity was put together for Maximuscle by award-winning promotional and experiential specialists Circle Agency.

Following the success of the deadlift challenge at last year’s event, Circle Agency introduced a Bench Press Challenge to the 2017 event, inviting attendees to test their strength by bench pressing their own body weight, with those managing the most reps being crowned the winner.

Maximuscle brand ambassadors and nutrition experts were on hand to offer advice on products, fitness and nutrition. Ambassadors including boxer Anthony Yarde, fitness trainer Bradley Simmonds and WBBF Pro legend Wolé Adesemoye spurred on competitors and a male and female leaderboard on the stand kept track of the best performers each day.

Also on the stand was a digital photo studio which created an animated gif of participants on an Ibiza beach, helping bring to life the Maxi #IbizaChallenge competition. Those who signed up to any of the on-stand activities were given a Maximuscle goody bag which included a branded shaker packed with product samples.

Maximuscle also retailed on the stand with exclusive show offers, offering Maximuscle products at discounted rates which were exclusive to BodyPower.

Neil Hooper from Circle Agency says: “Following a successful event last year, we ensured we pulled no punches when activating the Maximuscle stand at BodyPower Expo 2017.  We created three targeted on-stand activations to entice people onto the stand and encourage people to sample the new range of products and flavours being showcased for the first time. The stand was a big success with hundreds of people taking part in the bench press challenge and animated photo booth, with participants sharing their experiences on social media which allowed us to reach people far beyond the event.”

BodyPower Expo has grown into the biggest fitness event in the UK, welcoming thousands of visitors and athletes from all over the world.

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UK pet charity Blue Cross has linked up with a PT and fitness instructor to create a new fitness bootcamp, Work Out Like A Dog, designed to help humans understand and appreciate the health benefits that dogs get from their favourite outdoor activities – by literally having people take on the role of dogs.

The class was commissioned from trainer Born Barikor by the charity to raise awareness of how exercise keeps dogs healthy and happy. High numbers of dogs arrive at the Blue Cross centres across the country due to behavioural needs stemmed from under-stimulus or lack of appropriate activities and exercise. Work Out Like A Dog  is the world’s first exercise class in which humans exercise like dogs – chasing a ball and bringing it back again and again and again, dashing around aimlessly, having a good old dig.

The exercises (which can be viewed on YouTube) last for 45-minutes and include aerobic and conditioning activities for humans which have either been adapted from a dog’s favourite exercises or have been directly inspired by man’s best friend. They include HIIT ball fetch, tug-of-war, Frisbee and a canine circuit routine.

Work Out Like A Dog combines full-body strength training with high intensity cardio bursts to tone, improve endurance and fill participants with positive energy – in much the same way that regular exercise helps dogs stay not just physically but emotionally healthy too.

The bootcamp will be running daily from Monday January 30^th to Friday February 3^rd  at 7.30am in London’s Victoria Park, meeting at the Park Pavilion. Spots are available to book via EventBrite with a suggested donation of £5 to Blue Cross. There is also a workout sheet available to download from Blue Cross for those who can’t make it to the classes.

Sarah Dickinson, Head of Media Relations for Blue Cross, says: “We hope the Work Out Like A Dog bootcamp will be an eye-opener for dog owners and would-be dog owners. Humans can communicate when they feel frustrated or want a change of scenery; if they need to let off steam with a good long run they just head out and do it. By contrast, most pet dogs are completely reliant on us picking up signals that they require some stimulation or have to spend some energy. This workout should remind everyone what a huge emotional and physical difference it can make when we get that right!”

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Household appliances company Bosch is running a promotion offering a free TomTom Spark GPS fitness watch, worth £149.99, when they purchase a Bosch Athlet vacuum cleaner.

The TomTom Spark GPS fitness watch can accurately monitor physical activity, performance and heart rate and is also an MP3 music player, so consumers can listen to their favourite tracks while cleaning the house.

The campaign was put together for Bosch by London-based promotional agency, TLC Marketing UK.

Rebecca Ness, Trade Marketing Manager at Bosch, says: “This is a great example of how we make consumers lives easier and turn everyday tasks into pleasant and fun experiences while simultaneously tapping into current health trends.”

Martin Covill, Business Director at TLC Marketing, adds: “The Bosch Athlet TomTom Spark promotion is an innovative way to attract Bosch customers. Brands are starting to take advantage of the current digital health trend and so we wanted to reward Bosch customers with a high-quality gift they can use any time, for any activity. As the Athlet is cordless, the TomTom Spark will accurately track your performance while doing the vacuuming, making housework that little more rewarding.”

The campaign will be communicated through POS and runs until the end of October 2016.

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