Gym goers are obsessed with gains. But in between sets they’re just sat around doom-scrolling, not gaining.
So Movember partnered with Life Fitness and offered them a chance to gain mental strength with MindSets : short, simple, minute-long brain exercises designed to be done between sets. Each of the exercises parodied the regular physical exercise stickers found on the machines.
The program was developed by leading psychologist, Jacqui Maguire and more than 130 gyms across New Zealand took part in the initiative.
We targeted gym-goes during the hours they would mindlessly scroll on social.