The Challenge
GYMRACE is a travelling fitness race that turns a strength and endurance course into a live event, with music, MCs and a crowd. An event like this sells on atmosphere. A ticket buyer needs to feel the energy of race day before they commit, and that is hard to convey through paid ads alone.
GYMRACE partnered with Terrier Agency to get fitness creators onto the course and let their footage do the selling.
Our Approach
We recruited creators who train and compete, and briefed them to document the race rather than advertise it.
- Creators covered gym athletes, HYROX-style competitors and general fitness accounts with engaged local followings
- Content was filmed on the course and at the finish, capturing effort, pace and crowd noise
- Briefs allowed creators to show their own times and results, which kept the content credible
- Posts were timed around ticket release windows for upcoming race dates
The Reels and posts linked from this page show the format: real competitors, real effort, and a finish line worth chasing.
The Results
The campaign produced 410 pieces of live content, 3,689,741 estimated views and 14,473 engagements, putting the race in front of a large fitness audience at the point of deciding which events to enter next.
Why Creator Footage Sells an Event
An event ticket is a promise about a feeling, and a paid ad struggles to make that promise credible. Footage of a real competitor finishing a real course does it in fifteen seconds. The 3,689,741 estimated views put the race in front of a large fitness audience, and the 14,473 engagements, many of them tags and questions about the next date, are the signal that the content did the selling rather than the caption.
