GymNation – Stirring Up the Region

Current Global MENAT & MullenLowe

Going from adolescence to adulthood is a journey we all go through. For homegrown UAE fitness brand GymNation, we needed to do just that in PR terms. <br /><br />From a hugely successful start-up and disruptor focused on value, we developed a new positioning for the business and then (this is the extra clever bit) created a cut through idea – Introducing The Daily Grind café, the world’s first fit-café by GymNation..that allowed us to cleverly communicate the positioning, intrigue (and fool) the nation, drive sign-ups and set narrative for the next phase of growth for the business. <br /><br />While most strategic work spends its life on a server, GymNation’s Stirring Up the Region brought it to real life through a fun, engaging and creative execution, positioning GymNation as the region’s movement partner, fundamentally re-framing the fitness conversation and poking fun at gym stereotypes.