50 Shades of Gymbox

50 Shades of Gymbox

50 Shades of Gymbox

What better way to burn off the indulgence of Christmas and New Year than with some whips, chains and blindfolds? Yes, this January we’re offering to tie you up and dominate you back into shape.

Our new campaign, dubbed ’50 Shades of Gymbox’, explores the evolutionary link between pleasure and pain in the human mind and body. There’s strong evidence that pain can stimulate Melatonin and Serotonin production in the brain, which transforms painful experiences into more pleasurable ones. These data points may also explain the curious coincidence of why our intense workout faces often resemble the same face seen during an orgasm. Or why DOMS can actually feel strangely good.

The campaign was created by Mother London and photographed by Todd Antony. The Creative Directors behind the campaign, Kyle Harman-Turner and Martin Rose said; “Most gyms are so dull that it makes it hard to keep coming back. We love how Gymbox offers so many unique ways to punish yourself buff.”