Creativity Creative Works

Gymbox highlights unique fitness classes with playful OOH billboards


By Amy Houston | Reporter

January 12, 2022 | 3 min read

London-based fitness chain Gymbox has unveiled a series of original out-of-home (OOH) billboards to showcase its range of unique classes.

The bold posters, in collaboration with creative agency BMB, aim to celebrate the brand’s ethos of making gym life less predictable and more fun.


At first glance, the copy may seem confusing, but the headlines are intended to read like snippets of conversation that might take place at Gymbox by weaving in some of the quirky classes that the fitness center offers including Drill Sergeant, Hangxiety, Suspenders and Beastmode.


The headlines are intended to read like snippets of conversation that might take place at Gymbox

“Gymbox is not your typical gym – it has a sense of humor, for a start,” said Rory McEntee, brand and marketing director at Gymbox.

“This playful campaign perfectly encapsulates the brand’s mischievous side. Featuring some of our most popular class names, these headlines wouldn’t sound out of place being spoken by any of our members. It’s fair to say [that] some things only make sense at Gymbox.”


Media was bought by the7stars and Jack Media for the campaign, which will also be supported by social media throughout the year.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Matt Lever, chief creative officer at BMB, said: “Everyone wants to learn a new language in January and we’ve got one that’s far more interesting than conversational French. Because when you speak the language of Gymbox, you become fluent in some of the most exciting and unusual exercise classes London has to offer.”


Gymbox: Anything Goes by BMB

By Gymbox

Overall Rating 4/5

Vote now
Creativity Creative Works

More from Creativity

View all


Industry insights

View all
Add your own content +