Fitness brand Assault unveils provocative marketing campaign, highlighting intense, rough exercise routines.
The world of fitness is witnessing a resurgence in hardcore routines, as indicated by the return of CrossFit to its gritty origins, the rise of race formats like Hyrox, and the popularity of obstacle and endurance events. This trend is not limited to one brand or event, but is a broader shift in the industry.
CrossFit, with its cult-like status, has reaffirmed its commitment to serious fitness by launching a new campaign titled "F*ck the Quick Fix". Jenna Hauca, CrossFit's Chief Marketing Officer, emphasized that the brand was born out of being unapologetically counter-culture. The messaging of the campaign plays on vacation clichés, with an AssaultRunner ad showing an athlete doubled over, accompanied by the line "I like my workouts how I like my piña coladas: so strong I might puke."
Meanwhile, Assault Fitness, known for its cardio equipment like the AssaultBike, AssaultRunner, and AssaultRower, is launching a new campaign titled "My Vacation Is No Vacation". The campaign is aimed at serious athletes who see vacation as disruption, inconsistency, missed training, and compromised intensity. Sammi Needham, the Chief Brand Officer of Assault Fitness parent FitLab, stated that the campaign reframes the end of summer as a return to form for the fitness-obsessed.
The campaign will extend online, with a rollout across social media and select gym partnerships nationwide. In a unique move, Assault Fitness will also host a pop-up at the 2025 Austin Deka Fit and Ultra World Cup on September 5 and 6. Athletes will have the opportunity to participate in an AssaultBike sprint challenge for cash prizes as part of the campaign.
The fitness equipment market is expected to expand by over $8 billion by 2030, suggesting a growing interest in hardcore fitness. Hyrox, for instance, is pulling record crowds, further indicating this trend. The person behind the brand development of Assault Fitness, which stands for old-school grit and discipline and follows in the footsteps of CrossFit, is Dan Jansen.
CrossFit's new campaign aims to elevate the message that serious fitness means no shortcuts and zero comfort. This "no pain, no gain" ideology is also a central theme in Assault Fitness's unapologetic ethos. The signals all point to a resurgence in hardcore fitness, with a focus on no shortcuts and zero comfort.
As the summer comes to a close, it seems that the hardcore fitness enthusiasts are gearing up for a return to their gruelling workouts. The resurgence in hardcore fitness is a testament to the enduring appeal of challenge and discipline in fitness routines.
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