In an unexpected turn, GymNation has taken the bold move of removing all weights from multiple locations across the UAE and KSA, but not for the reason you may initially suspect.
While weights are typically at the heart of any gym, this creative decision was made to mark World Mental Health Day on the 10th of October. The campaign, themed around “unloading,” aims to encourage people to take a break from lifting physical weights and instead focus on lifting the weight off their minds.
Images released by the brand this morning showed striking visuals of empty racks, dumbbells stacked outside gym entrances and signs alerting gym goers of this bold gesture.
CMO at GymNation, Rory McEntee, emphasised, “The only weight we want people to lift on the 10th of October is the weight off their mind.” With a thriving community of 150,000 members across both the UAE and KSA, GymNation is using its platform to bring Mental fitness and wellness to the forefront of the physical fitness space. To further bring this message to life, the brand has partnered with leading mental health organisation Sage to host drop-in mental health classes across select locations.
Research shows nearly 60% of the UAE population and 40% of young adults in KSA experience at least one mental health disorder, with financial stress and social media pressures cited as major contributors. Making this collaboration critical at a time when it is needed the most. The array of mental health classes on offer blends physical fitness with guided mental wellbeing sessions, beginning with fan favourites such as HITT, ZUMBA, and Les Mills routines, followed by mental health talks and Q and A’s led by Sage experts.
By taking the weight, this World Mental Health Day, GymNation exemplifies brand responsibility within the fitness industry, one that prioritises emotional wellbeing alongside physical transformation. By temporarily removing its most physical sign of strength, GymNation is redefining the definition of what it truly means to be ‘fit.’
Classes will be open to both GymNation members and the general public, and can be booked online at Gymnation.com
