To launch an unknown brand into the competitive London fitness market and alter consumer perceptions of boxing as an intimidating and male-dominated sport.
TLA focussed on lifestyle media outside of the standard fitness sphere to target an audience susceptible to changing perceptions around boxing and to draw in a new audience.
TLA capitalised on current trends, including Victoria Secret models using boxing as part of their regime.
TLA focussed on the interiors, the collaborations and the background story of BXR, including Anthony Joshua, to ensure that BXR became a comprehensive brand that stood for much more than a gym.
TLA successfully positioned BXR as one of London’s most elite boxing gyms.
BXR experienced full classes and an extensive waiting list resulting in increased membership fees due to high demand.
TLA ensured that BXR was not only seen as a top boxing gym, but became a social hub in its own right, a place to see and be seen in London.