“Things just aren’t working out.” A story of 21st century gymsViva Gym
2021 - 2022
Exclusive. Alienating. Hypermasculine.
These are oftentimes the words used to describe the ‘typical’ gym experience. And when you look at existing fitness ads, it’s easy to see how these perceptions are continuously reinforced.
As an industry, gyms were born from the idea of creating spaces specifically designed to help usher in personal improvement. And well, for centuries, gyms did actively champion holistic health, mindful paths and overall wellness.
Then something changed.
What once unified the masses now fragmented them.
Gyms became seen as something that’s put on a pedestal. An exclusive club reserved for a chosen few. For the ultra-fit, the ultra-motivated. The sleek, the ripped, the beautiful. There was no longer space for realness. For real people.
That was our mission.
Let’s get real-
Before we could hit the ground running (so to speak) with the various social and advertising assets, it became apparent to our team that they needed a refreshed communications tagline - one that would change people's perspective of gyms, in order to better speak to their experiences.
It needed to showcase that VIVA Gym is a place of inclusion, acceptance, empowerment and honesty.
And thus, the tagline “Come Be Real” was born.
The idea here was to break the stigmas around gym life. You, in fact, don’t have to hunt for the treadmill at the back. Or choose the class where no one will see you. Or even sit in the car for 45 minutes building up the courage to go in.
VIVA Gym is where you drop the pretences. It’s a safe environment where you no longer need to neglect your health and fitness journey to avoid being in a gym that makes you feel inadequate and underrepresented.
This is the place where you’re allowed to be who you are. In all of your glory. Imperfect and inglorious. Overweight, underweight, what-everweight. VIVA Gym is where you’re acknowledged, seen and respected. This is your home; because the gym is for everyone.