12X3: Boxing Fitness

Inspiring women to get boxing fit at 12X3 gyms.






Concept, Creative Direction, Video Production, Video Direction, Content Creation. Still Photography by John Davis @ johndavisphoto.com.

12X3 is a chain of premium gyms in London, which uses boxing as a foundation to get people fit.  They asked us to help them address one of their key business challenges, getting more women to sign up for classes.

The Brief:

A key aspect of the brief was to shift pre-conceptions about what a boxing gym was like…

Once women came to classes they often went on to become loyal 12X3 members. The problem was getting them through the door in the first place. We needed to challenge the idea that coming to a boxing gym, meant entering a “macho” environment and getting punched!


We spoke to existing female members and discovered the gym offered many of the things women like in a workout…

…teamwork and strong social interaction with other members. They also liked that using boxing as a foundation for fitness, did not just get them fit, it also taught them a new skill. In short, for existing female members, coming to 12X3 was both rewarding and fun. 


We found that the gym offered many of the things that women like in a workout. Strong social interaction with other members, constant feedback from the coaches and group-based activities.

One of the Pro coaches at 12X3

And one of the gym's members 


We created video and stills-content which featured the most compelling authorities on what it is like to come to 12X3. Its existing, loyal, female members.

Nothing was staged. The content simply showed real workouts and unguarded interview content from real members. The photography and films featured on the 12X3 website, played on-screen at the gyms and were used on social channels. And given the limited budget available, everything was shot in one day, with a crew of three.


Black Paint, were responsive, collaborative and agile. Taking the time to get under the skin of our business and delivering content that marked us out from the competition.  

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