Weighty campaign for Frank PR

Creative communications agency Frank PR has been hired to implement a 'weighty' experiential campaign for client Gymbox, with the aim of motivating gym-goers at its Bank site.


Rather than picking up conventional dumbbells or weights from a rack, members can now flex and curl by lifting human beings – who come in a range of weights, shapes and sizes – via modified gym equipment.

The human weights have been introduced to motivate members by allowing them to visualise what they are lifting, and will be available in a range of weights, with a 25-stone (155Kg) ‘Super human' option available for those willing to take up the challenge.

"Creating a mental image or intention of what you want to happen or feel is proven to improve physical and psychological performance," said Gymbox owner Richard Hilton. "The human-weight lifting apparatus we have installed is the ultimate embodiment of visualisation theory."

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