Gymbox tackled New Year’s fitness resolutions with an anti-toxicity campaign. 

Gymbox tackled New Year’s fitness resolutions with an anti-toxicity campaign. It’s this time of year when young consumers make resolutions to get physically fit, be more confident, lose weight, and hit the gym. Gymbox, a London-based fitness chain, decided to attract new members with a graffiti-inspired ad with cliché sentences about (toxic) fitness culture being crossed out and replaced with commentary, such as “YOU EARN YOUR BODY unless you inherited or paid for it.” YPulse’s What Is Wellness? Trend report shows that European Gen Z and Millennials are re-evaluating what wellness really is, and the majority of them agree with the statement “Current wellness culture is toxic and harmful.” (Marketing Beat)