A new boring had emerged within the gym sector. From crossfit cults to homogeneous HIIT classes, gyms has started to communicate in a teeth-itchingly earnest way. But Gymbox was a different experience live DJs and over 100 classes, in everything from aerial yoga to sword fighting, Gymbox was the place where anything goes and the antidote to boring samey gyms.

Just like GymBox, London is ANYTHING but boring. Interviews with 2000 gym members identified their favourite activities outside of exercising, which included dating, clubbing and eating out, and quizzed them on the downsides of London life, such as commuting and long working hours. Whether you’re in the office late or out with friends, Londoners have the unique ability to get themselves back to the gym the next day to sweat it all out. Who better than Gymbox to champion the real spirit of ‘anything goes’ Londoners. 

‘Made for London Life’ was born. Bringing fresh humour and shunning earnest gym marketing we hit the London streets hard to capture the real essence of city life, through taglines celebrating the madness of dating, the post-club munch and the mundanity of travelling for work. We also boosted our tiktok presence with ‘Gin Fizz, Gym Rizz’ following the addition of “rizz” to the Oxford Dictionary. We even partnered with Morley’s Fried Chicken - how very London, how very unlike a gym…