PUMPED ABOUT THE OPPORTUNITY

Bhupesh Kamble, Owner, AB Fitness says how the brand's vision to provide accessible, inclusive spaces for people to feel empowered, has played out successfully

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We wanted to give a meaningful push to those who are ready to take the first step. A 3-month membership provides enough time to develop lasting habits. Limiting it to the first 100 registrations adds urgency but also allows us to provide high-quality attention and support to each new member as they begin their journey.

Why is the timing — July to September — important for this campaign?

These months are typically associated with vacations, high temperatures, and reduced physical activity. We saw an opportunity to flip that narrative. By offering this programme during summer, we're helping people stay active and healthy during a time they might otherwise lose momentum.