In collaboration with health & fitness guru, and Chelsea fan, Joe Wicks aka The Body Coach, we hosted the first ever High Intensity Interval Training (HIIT) session inside a football stadium, aptly named #HIITONTHEPITCH. With DJ Marvin Humes providing the tunes, Joe led two pulsating sessions on the hallowed turf at Stamford Bridge, streamed live across CFC & Joe's Facebook and YouTube, allowing 1200+ fitness enthusiasts to work out, with thousands more taking part online.
Attendees shared once-in-a-lifetime snaps on the pitch, received a branded tote bags, and even got the chance to meet Joe. The unique setting and giant HIIT ON THE PITCH lettering in the goalmouth provided perfect photo opportunities, with hundreds of posts across Twitter and Instagram generating reach and driving brand heat.
This activation was part of a wider 'beyond football' marketing strategy. Joe Wicks proved to be a perfect brand fit, providing an authentic voice with a highly engaged audience passionate about health & fitness. The event allowed us to start growing the appeal of the brand through a previously untapped vertical.
Joe Wicks - "This was such an awesome event - I absolutely loved it. So much of what I do is on social media and I really love it when I get the chance to meet my fans in real life. This gave me the chance to workout with almost 1300 people on the same day. Thanks Chelsea FC for having me, I hope we can do it again even bigger next year."