David Lloyd Clubs
After the success of the Run For Your Bun café – the first ever cafe where customers paid for their meals with exercise – we wanted to focus on David Lloyd’s most important members – families, and in particular parents – for this next campaign.
The frantic nature of modern life means that few of us seem to get enough sleep, and if you’re a parent, a good night’s rest becomes even more of a luxury. Based on this insight, we developed a simple idea for a class that would really make David Lloyd Clubs stand out from the competition. Step forward, Napercise!
Quite simply, it is a group napping class targeted at exhausted parents. The 45-minute mid-afternoon studio sleep sessions set out to reinvigorate the mind, the body, and even burn the odd calorie.
Once again, the innovative ‘workout’ became a viral hit achieving over 160 pieces of coverage in the likes of the BBC Online, Metro, The Telegraph, The Independent, Lad Bible, Mashable, Stylist Online, Time Out, Harpers Bazaar, The Sun and many, many more.
Why did we do it? Because our research found that 86% of parents admitted to suffering from fatigue, with 26% regularly getting less than 5 hours sleep a night – and frankly we felt a bit sorry for them! Napercise was developed as a new type of wellbeing class for exhausted parents that consisted of nothing but climbing into a bed and having a sleep.
Upon arrival in the studio guests found spin-bikes swapped for single beds, and upbeat workout tunes ditched in favour of atmospheric sounds, to create the perfect environment for the soporific sessions to take place. The studio temperature was dropped to a level that promotes calorie burning during sleep and Napercisers were invited to curl up in one of the beds and indulge in some restorative mid-afternoon shuteye, before continuing on with their day.