THE BRIEF

David Lloyd York wanted to launch the newest workout class to hit the club in style.

Blaze is a new type of fitness class. Set in its own purpose-built boutique studio, Blaze combines cardiovascular training with strength, boxing and martial arts skills to give an intense workout.

It’s new, unique, like nothing you’ve experienced before and it’s exclusive to David Lloyd clubs. Blaze is a HIIT class that will test your strength, stamina, and willpower as you run, lift and fight. It will push you to your limit.

Participants wear a heart rate monitor which tracks their progress in real-time on large screens in the studio and shows them the level of effort being exerted.

The busy club had Love Island’s very own Jack Fowler on hand to inspire attendees to give their all at the Blaze launch event. The club wanted everyone who attended to get fully involved and engaged in the #blazetribe and highlight the new class to as wide an audience as possible.

THE WORK

Maven Media was tasked with capturing the unique boutique group training experience and showcasing the fun and dynamic workout on social media.

David Lloyd York wanted to promote the new class to and get members and non-members to get excited about joining the #blazetribe.

Maven Media worked with David Lloyd York to develop a customised Maven Digital Booth for the Blaze launch event.

Perfect for capturing movement, dynamism and excitement, attendees loved creating selfies and boomerangs showing off completing their first Blaze class.

Maven Media created a fully branded Digital Booth including branded templates featuring #blazetribe and the clubs details to ensure that content shared directed audiences to the David Lloyd York Club.

Class attendees including Love Island’s very own Jack Fowler couldn’t resist showing off their pride in having taken on the Blaze challenge.

THE RESULTS

  • The Maven Digital Booth was the perfect addition to the Blaze launch event, giving attendees the chance to show off their post workout glow from the Blaze class.
  • Strength, sweat and fun were the order of the day as 200 attendees posed for the Maven Digital Booth and were able to take home their own branded Selfie printout.
  • Social media was filled with #blazetribe branded selfies and GIFs of tough competitors who took on the Blaze class, which increased the David Lloyd York’s social media reach.