David Lloyd Clubs
Britain’s love of binge-watching shows no sign of slowing. However, the more we’re devouring series after series on the sofa, the less active we’re being, and that can impact our health.
Drawing on this insight, in April we launched ‘PTVs’ for David Lloyd Clubs – a team of personal outdoor running coaches with digital screens strapped to their backs, giving people the chance to stay active and healthy while catching-up on their favourite TV show at the same time.
The launch of the class saw people given the opportunity to book a one-to-one session with a PTV running coach, over a weekend at David Lloyd Chigwell. They could then select what show they wanted to ‘binge-run’ on, prior to the PTV mapping out an appropriate off-road running route – tailored to the client’s running pace – to last an episode of their chosen programme.
The ‘Netflix and no chill’ experience could then commence, with the client needing to keep up with their PTV – sporting a custom-made running vest with a digital screen on its back – if they wanted to watch their TV show uninterrupted.
The new service was designed to raise awareness of the importance of staying active and moving regularly – even during a binge-watching marathon – with research commissioned to support the launch of PTVs finding that 24% of Britons say bingeing makes them feel lethargic and 19% admitting it can negatively impact their sleeping pattern.
The unique new type of class proved a runaway success with media – landing over 70 pieces to date and counting. Highlights include national features with the likes of Daily Telegraph (print and online), The Times (print and online), Mail Online, Daily Mirror and Metro, consumer lifestyle hits with Cosmo, Elite Daily, UniLad, Her, Gizmodo, Yahoo and BT, in addition to Newcastle Gazette and Wales Daily Post being counted among the shed-load of regional pieces as well. Bingin’ stuff.