GymNation Takes a Swing at Phone Theft with Free Self-Defence Classes
Just when you thought GymNation’s guerrilla marketing campaigns couldn’t get any more outrageous, the UAE-born disruptor has gone and pulled off its riskiest stunt yet.
The Middle East’s fastest growing fitness brand is offering free self-defence classes in Dubai for Londoners looking to “escape the chaos” of the capital’s streets.
The close-to-the-knuckle promotion was fuelled by several billboards, erected in the city’s most notorious hot spots for phone thefts.
In Hackney and Southwark, two particular problem areas, large posters complete with a “scan quick before your phone gets nicked” QR code prompted passers-by to register their interest.
Similar bollards featured in Soho, as GymNation looks to position itself front and centre in the mind of countless Brits who visit Dubai for some winter sun.
Mobile phone thefts in London rose to over 116,000 reported cases last year — a record high — according to figures from the Metropolitan Police.
The city is undeniably in the midst of an epidemic, with a phone reportedly snatched every six minutes.
Rory McEntee, CMO at GymNation, said: “This campaign is incredibly timely, with the Met Police just announcing a new dedicated Chief to find new tactics to tackle phone thefts in London — and the theft figures are staggering.
“We’re not telling people to fight crime with fists — we’re telling them to stop surrendering to fear.
“Londoners are proud, resilient people. They deserve to feel confident and safe walking down the street and commuting to and from their place of work.
“So we created the dedicated Self-Defence retreat to help restore that confidence.”
In stark contrast, the UAE, where GymNation has over 15 locations and counting, boasts one of the lowest crime rates globally.
As per World Population Review, the UAE has a crime index number of just 15.6 out of 100, in comparison to the UK’s rating of 47.4.
“Who wouldn’t want to come to Dubai,” McEntee added. “It’s the safest place in the world, and the weather isn’t bad either.”
Approximately 1.3 million Brits travelled to Dubai last year, with the chillier months a particular favourite as people go in search of some winter warmth.
Since the launch of its billboard campaign, Jason Woodham, a self-defence instructor at GymNation, says the response has been “phenomenal”.
“Thousands of Londoners have signed up since seeing the advert run by GymNation,” he continued.
“I’m originally from London myself, and many of my friends have had their phones nicked. It’s not a shock that people are looking to level-up to feel safer.”
If you don’t happen to be passing one of the large QR codes any time soon, you can register your interest in GymNation’s Muaythai Muppets class online.
The exclusive retreat begins on Saturday, 15th November at the brand’s Al Quoz club, and runs every week until 20th December.
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