Of all the nauseatingly predictable New Year’s resolutions, there can be none as odious as the half-arsed gym membership. This is an especially frustrating anomaly for those that actually use the gym on a regular basis, as it makes the fitness sanctuary a bit of a dead zone throughout January, as droves of eager men, women and (now it would seem) children flood into local gyms across the land to work off their festival indulgences and ALWAYS PUT THE WEIGHTS BACK IN THE WRONG PLACE! Laughing through the tears, however, (adland are pretty good at doing that you see) is creative agency Taylor Herring, who have monopolised on this grim eventuality, whilst also taking a sly dig at such frivolities as kale juice, fad diet plans and Lycra, which are all off the menu in Kwik Fit’s new campaign.
A new no-nonsense fitness class is being trialled at a London car garage in collaboration with Kwik Fit technicians and personal trainer Mikah Simpson
For this ambitious campaign, a new no-nonsense fitness class is being trialled at a London car garage in collaboration with Kwik Fit technicians and personal trainer Mikah Simpson, using only car and van tyres, which are (of course) readily available at, centres up and down the country. The stripped down, no-frills exercise regime is being launched by the car servicing giant, with initial sessions available from their New Kent Road centre billed rather ingeniously as “Fit Kwik.” The back-to-basics fitness class, consisting of tyre flips, lifts and throws (during which participants can apparently expect to burn up to 1200 calories) is being trialled in the heart of South London. Each free session lasts 30 minutes and runs on four Sunday mornings throughout January. It might seem like an elaborate prank, but it’s a legitimate programme that (when you think about it) actually makes a lot of sense!
Fit Kwik – Back to Basics Free Fitness Course
The class was devised after Kwik Fit technicians noticed a link between their fitness levels and strength and lifting hefty tyres on a daily basis. At centres up and down the country and even head office, technicians and staff can be found starting their day with the new exercise routine. Three Kwik Fit staff members were so passionate about the project that they even agreed to strip off to promote it in a stylish homage to photographer Herb Ritts’ iconic “Fred with Tires.” Louis Lecointe (31, London), Paul Hernandez (31, London) and Monuf Abdul (29, Stevenage) all took part in the shoot with renowned celebrity photographer Jim Marks (see the header image).
The class was devised as part of a campaign by Taylor Herring, after Kwik Fit technicians noticed a link between their fitness levels and lifting tyres
Paul Boulton, Retail Sales & Operations Director of Kwik Fit, said: “We think everyone is exhausted by faddy diet plans and complicated exercise regimes – we want to put the fun back into fitness for the everyday person with a no-nonsense class that doesn’t take itself too seriously. Our stripped down class consists of just you and a few tyres in one of our centre car parks. The trial of our new ‘Fit Kwik’ class this January is open to anyone who wants to shift that post-Christmas spare tyre, with our spare tyres!” Taylor Herring co-founder James Herring, added: “We received insights that Kwik Fit technicians had high fitness and strength levels because of their daily routines. We came up with a fitness related idea when we re-pitched for the business over the summer. After our successful Christmas campaign (see below) we were confident that doing things differently was working and the New Year was the perfect time for this initiative. The aim is to build brand awareness for Kwik Fit and this is something we will continue to do over the course of 2016 in ways that won't be expected."
A Christmas Surprise at Kwik Fit
The new fitness classes are being trialled at Kwik Fit’s New Kent Road centre and pending a successful test period will be rolled out nationwide for all Kwik Fit customers. For those who can’t make it down to the fitness classes, Kwik Fit have released a “Fit Kwik” fitness plan and a series of instructional videos for people to try at home. All you need is a spare car tyre and a hint of willpower!
