Launching the Blaze Games with David Lloyd

As a full-service agency, our job is to help increase the awareness of our clients, create better engagement with their brand, and ultimately assist in creating a more profitable business. For our client Blaze Studio Birmingham, we needed to come up with a strategy to help elevate their profile. We needed to remind locals, commuters and visitors to Birmingham that the Blaze flagship studio was right there in the heart of Birmingham.

Enter: The Blaze Games

The Blaze Games was an idea, crafted by us in partnership with David Lloyd, to encourage their members up and down the UK to get involved with Blaze. Over 60 David Lloyd clubs in the UK have a Blaze studio and the flagship, in Birmingham, is the only stand-alone studio; giving us thousands of members to reach and engage with. We crafted the idea of the Blaze Games competition, with the plan of hosting the finale at Blaze Studio Birmingham.

What is Blaze?

A quick summary of Blaze, one of the most attended classes in the UK. Blaze is a High Intensity Interval Training (HIIT) workout focusing on three training modalities: Cardio, Strength and Combat.

How the Blaze Games works

In order to make this competition fair, and non-elitist, the workout and scoring system must be fair for all fitness levels. As is used in every Blaze workout, it was agreed to integrate MyZone Heart Rate monitors into the points system. Repetitions are counted for the strength and combat part of the workout, along with distance covered on the treadmills. However, bonus points are awarded incrementally for time spent in the MyZone Red Zone (>90% Heart Rate max) – so 18 minutes in the Red Zone would score you the maximum bonus points. If you spend any longer in the Red Zone… then you get ZERO extra points. This tactical-meets-technical challenge means that it’s very important to not go all-out trying to achieve the highest reps and distance, heart rate zones must be taken into account to receive the bonus points.

To enter, members submit a team of three (or are helped by their club to make a team) and proceed to one of the various heats workouts. Heats workouts are taking place every week from 25th April to 22nd May. Their score is then uploaded onto the official leader board: BlazeGames.co.uk. The team then has a chance to re-group, discuss tactics and enter another heats workout to better their score.

The Finale

The finale of the Blaze Games, sponsored by MyZone and Woodway, is being hosted at Blaze Studio Birmingham on 11th June. Finalists are receiving a free night’s stay in Birmingham’s Hotel Du Vin to ensure they’re fresh for the battle. 10 teams will battle it out to be crowned the Blaze Games Kings and Queens. Aside from the glory, and Blaze Games Champions trophies, winners will receive goodies from brands including Woodway, MyZone, Lululemon, Elemis and Optimum Nutrition, as well as a £250 cash prize each.

Good luck to all teams entering the heats workouts! If you are a member of David Lloyd, or live near the Blaze Birmingham Studio, then you can submit your team and smash a heats workout. We look forward to seeing the lucky finalists in Birmingham on 11th June.

Creating the Blaze Games

From idea conception, helping to secure sponsorship, shooting photography and videography assets, designing and creating promotional materials for clubs to use, Blaze Games leader board website creation, to email marketing and everything in-between – we have worked closely with David Lloyd to ensure the Blaze Games launched as successfully as possible. Managing the Blaze Studio Birmingham social media pages has enabled us to lead on all posts and updates relating to Blaze Games, we’ve encourage all the David Lloyd clubs to tag us in posts to increase engagement levels. We’re announcing weekly leader board updates, congratulating clubs and encouraging teams to take on another heats workout to better their scores.

If you are business working in the health, fitness and wellness industry and need help with marketing, PR, consultancy, design, content creation or social media management then get in touch with us: info@action-group.co.uk

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