Zdrofit enters the world of gaming. Diables and Nieuczesana the main protagonists of the “Exp Your Shape!” campaign.
Zdrofit focuses on an unconventional approach to promoting physical activity. In the “Exp Your Shape!” campaign, the fitness club network is engaging top streamers – Diables and Nieuczesana – showing that the world of gaming and physical activity can complement each other. One of the most recognisable couples on Polish Twitch has been training intensively in Zdrofit clubs for three months. Their progress – presented with a generous dose of authenticity and sense of humour – can be followed on Instagram and YouTube. The campaign was created in cooperation with the CFA agency.
Gaming is no longer just entertainment. It’s work, passion, and in the case of e-sports – intense competition. Long hours in front of a screen, lack of exercise, tension and stress are the daily reality of many gamers, streamers and online creators. In the world of e-sports, it’s not only reflex and strategy that count, but also physical fitness. Studies show that professional gamers can exceed the WHO recommended level of physical activity three times.
Streamers in training
Zdrofit wants to reach this growing group of conscious gamers. The “Exp Your Shape!” campaign shows that a fitness club doesn’t have to be a place for “fit freaks.” It can provide support for those who play for hours, stream professionally and deal with pressure, wrist injuries or lack of energy.
Viewers have the chance to join the campaign in competitions and win joint training sessions with influencers. During their Twitch streams, both Diabels and Nieuczesana invite their followers to a free workout at Zdrofit, and in their stories they recount the best and worst moments of their workouts at the club.
Personal trainer Ewelina Lewandowska is responsible for the appropriate training schedule and striving for the “next levels.” Thanks to her support, the creators not only work on their fitness but also educate the community on how to stay fit despite a sedentary lifestyle.
Zdrofit – closer to new customers
Thanks to the “Exp Your Shape!” campaign, the brand gains a strong point of contact with the generation raised on streams and Discord. This is an example of well-thought-out relationship with creators, which is not just a “collaboration,” but a real, engaging story played out on many levels, from live content, through reels and competitions, to real training sessions in clubs. There’s more to it than just image-building. It's a response to the changing needs and lifestyles of younger audiences who want to take care of themselves on their own terms.
The CFA agency is responsible for creation and communication on the creators’ channels.
Sources
Tomasz Sahaj “Od rekreacji do e-sportowej profesjonalizacji. Kulturowo-społeczne aspekty gier elektronicznych,” Rocznik Lubuski, vol. 47, part 2, 2021
Maciej Cypryński, “e-SPORT. Optymalizacja gracza,” 2018 (https://helion.pl/pobierz-fragment/esport/pdf)
Zdrofit are fitness clubs owned by Benefit Systems. The clubs promote healthy exercise in line with the philosophy that physical activity is available to anyone who wants to take care of their health, regardless of age, body shape or previous achievements. Currently, Polish residents can exercise in 119 Zdrofit clubs. As many as 63 of them operate in Warsaw. The remaining ones are in Tricity, Szczecin, Kielce, Koszalin, Toruń, Lublin and Elbląg.
Diables is one of the most recognisable streamers on the Polish Internet. For years, he has attracted thousands of viewers with his sense of humour and authentic approach to community. His streams feature everything from exciting gameplay, spontaneous action, and honest conversations.
Nieuczesana is a streamer who combines ease and laughter with an authenticity that is increasingly difficult to find on the Internet. Her content attracts thousands of viewers because it’s like a conversation with a friend – sometimes funny, sometimes touching, but always real. She talks with humour about everyday life, relationships, emotions and issues that concern everyone.
CFA is an agency specialising in communication aimed at gamers. It creates authentic and effective campaigns for brands that want to make a mark in the gaming world. It carries out 360° activities: from communication strategy through campaigns with online creators to the organisation of gaming events. It helps brands from various industries fit naturally into the gaming ecosystem, without artificiality and without marketing shortcuts. Its effectiveness is based on a real understanding of the gaming community. It has direct contact with its audience, cooperates with game publishers and has its own network of gaming developers. The icing on the cake of these competencies is many years of agency experience, which allows the agency to connect the world of gaming with the communication expectations of the largest brands.
