The Sweatbeard Challenge

The Shed Fitness Studio had good energy and a loyal member base. It needed to grow class attendance and awareness even though it didn’t have a real media budget.

Fitness culture runs on sweat and bragging rights. The people already showing up to the gym are the best advertisement.

A social media dare asked gym-goers to upload their sweaty post-workout selfie with the hashtag #SweatBeardChallenge in order to win a membership at The Shed. Fitness enthusiasts entered, shared, and recruited new fans, followers and gym members without the usual media plan behind them.