Image credit: @MaxOppenheimHow does London’s most Instagrammable fitness brand go beyond the looks?
We helped BLOK…
build on their creative reputation by showcasing the real stories behind their community.
Through BUILT —a print and digital magazine—we mixed art, fitness and personal narratives to reveal the heart of the brand.
From a members-only digital pilot to tangible print editions, BUILT gave BLOK’s audience deeper connections beyond the studio’s iconic visual aesthetics.
Image credit: @MaxOppenheimTHE CHALLENGE
When BLOK opened its doors in 2016, it would have been hard to find a more Instagrammable gym brand. This art-focused studio, founded in an industrial tram depot in Clapton and later expanding to spaces in Shoreditch and Manchester, created a unique identity by blending fitness, creativity and sleek editorial-style campaigns, all under the expert eye of acclaimed fashion photographer Max Oppenheim.
The proposition was unique in that the training was challenging but progressive, the team were welcoming and inclusive, and this was reflected in the diversity of fitness backgrounds among their members. However, in their commitment to fitness, BLOK’s brand imagery and message, which featured impressive feats of athleticism, was aspirational to some new members but intimidating to others.
In a fitness landscape saturated with punishing, results-driven programmes, BLOK wanted to stand apart as a creative hub where everyone could feel like they belonged.
OUR RESPONSE?
To showcase these community stories, we created BUILT—a print and digital magazine that moved beyond appearances and delved into the real, human stories inside BLOK’s walls.
Proposed features ranged from Ramla Ali, Somali refugee and Muslim boxer, who took up the sport in secret to escape bullying and is now training for the Tokyo Olympics, to Mthuthuzeli November, principal dancer and choreographer, who married ballet and grime during Stormzy’s iconic Glastonbury performance. Through smart editorial, BUILT swerved basic fitness advice and instead spotlighted themes of progression, breaking boundaries and expressing individuality through movement.
Alongside these personal narratives, we included partner and trend-led content like Blue Tit’s Guide to Eco-Friendly Gym Hair and The Sustainable Season: Workout Wardrobe Must-Haves. Every feature in BUILT—from the member stories to the social-first series—was designed to shine a light on the creativity and diversity within BLOK, making its community the focus.
THE RESULTS
The client decided to pilot an online version of BUILT with a members-only content series called BLOKeditions. We commissioned features from leading writers at Men’s Fitness, GQ, Marie Claire, Dazed, Evening Standard and Stylist to ensure the editorial was story-driven, relevant and on brand.
The result? Email open rates increased by 43%, with content now being integrated into BLOK’s cutting-edge app, giving members exclusive access to the stories and insights they value. The mix of print and digital allowed BLOK to retain their high editorial standards while going deeper into the stories that made their community more than just a gym.
Oh, and we also created BLOK’s tone of brand voice, carrying it across billboards, campaigns and activations, ensuring that every touchpoint communicated BLOK’s true identity: inclusive, creative and community-driven.
Image credit: @MaxOppenheim
Image credit: @MaxOppenheim