12X3 is a chain of premium gyms in London which use boxing skills as a foundation for fitness. In 2018 they approached us to help them with the problem that not enough women were signing up.
Despite knowing that once women came to classes they generally went on to become loyal members, the barrier was getting them through the door and inspiring them to take their first class.
A key aspect of the brief was to shift pre-conceptions about what a boxing gym was like and that coming meant entering a male dominated “macho” environment, stepping into the ring and getting punched!
We did a study which looked at women’s motivations to work out and spoke to many existing female members of 12X3.
Some consistent themes emerged.
We found that the gym offered many of the things that women like in a workout. Strong social interaction with other members, constant interaction and feedback from the coaches and group-based activities which they told us, made the workouts more fun than simply running on a treadmill at a normal gym.
They told us that the combination of these factors took their attention off just working out to lose weight or look a certain way. They liked the fact that using boxing skills as a foundation for fitness, didn’t just get them fit, it also taught them a new skill. Many talked about how the combination of the environment, enhanced strength and fitness and the new skills gained at the gym also made them feel more confident outside of it.
In short, for existing members, coming to the gym was both rewarding and fun.
“Above: The long-form edit. Everyday women talk about why they started coming to boxing classes and de-bunk some of the pre-conceptions about what its like to be a member of 12X3”
What we made:
We created two films and a range of stills content which featured the most compelling authorities on what it is like to come to 12X3. It’s existing, loyal female members.
The featured women represented a cross section of members. Everyday women of different shapes and sizes, walks of life and careers. Nothing was staged. The content simply showed real workouts and captured honest, unguarded interview content from existing members.
The authenticity of the content was further strengthened by opting for a handheld, documentary approach to camera which gave the films a gritty observational feel whilst in post-production we added a colour treatment that gave the footage a slightly stylised Instagram-like feel.
“Above: Set to music. Full of energy. Nothing staged, just a slice off what you get when you come to classes”