Ministry of Fitness is a fitness gym born out of the founders’ love for the creative yet functional fitness routines they enjoyed while training in the British military.
When the Covid-19 pandemic hit, they experienced a loss of participants as they were forced to move their program online. Despite their unique origins, they did not communicate their differentiation strongly and were at the effect of increasing competition in the fitness industry.
As the founders came from military backgrounds, it gave the brand legitimacy, but also at first seemed intimidating. However, after participants tried it out, the offerings became enjoyable and with a holistic positive effect on physical and mental health.
How might we inspire the working crowd to take up Ministry of Fitness’ military workouts as part of their fitness lifestyle?
The brand story developed aligned with the hearts and minds of their audiences, and strengthened the spirit of their community.
“It gave a broad coverage of new ideas and touchpoint we had not previously thought about. (We are) very happy with the overall submissions.”
As everyone, lives gradually get filled with work and other priorities as we grow, eventually neglecting our health. We love how MF fills the gap, giving us a rigorous ritual to stay fit.