Boom Cycle is London’s leading cycle studio. With low lights and big beats, it brings the spirit of the club to the bike.
When it comes to working-out, the rise of #fitspo has made exercise more about how you look than how you feel. Rather than inspiring and encouraging it’s become about a perfect, pouting aesthetic that keeps people away from working-out.
Our #CutLoose campaign set out to change the way women think about exercise. We created a film which celebrated working out for what it really is; a sweaty and exhausted mess. We launched the campaign with a panel of leading influencers and journalists discussing the nature of working-out and aesthetics. In studios we partnered with Instax to capture #RealWorkoutSelfies, and ran life-coaching classes to help people cut loose.