Boom Cycle are launching #CutLoose, a campaign to change the way the nation feels about working out by challenging the perfect, polished and somewhat unobtainable image created by #fitspo and encouraging riders to celebrate truly letting go and embracing their sweaty, animal side.
On instagram, #Fitspo currently has over 60 million shares.
Fitness has become about the perfect selfie -posed, pouting and not a sweat bead in sight. Working out has become about how you look, not how you feel. Not only is this a misrepresentation (everyone who’s ever taken part in a high energy workout knows it’s all about losing your shit, with hair everywhere and being wet with sweat), but, worse than that, it’s far from fitness ‘inspiration’.
Not only does this contribute to body anxiety amongst women and men, many feel inferior and intimidated to even enter into a class for the fear of what they look like when they workout.
Boom Cycle believes that working out should be about truly letting go, cutting loose in the moment and forgetting about the external in favour of the internal elation and celebration of what their bodies can do.
October 2018 will see Boom Cycle launch their #CutLoose campaign, a two-week activation encouraging consumers to embrace their raw workout state. During which, Boom Cycle will be sharing their #CutLoose short film, showcasing what working out really looks like, from the sweat to the facial expressions.
Throughout the campaign, riders will be invited to embrace and capture their post-workout selfie at each of Boom Cycle’s four locations – Holborn, Hammersmith, Monument and Battersea, using the brand new instax SQ6 instant camera.
The pictures captured will form a collage at each studio representing a true workout, without filters or editing, simply showcasing how powerful and strong you are after cutting loose at Boom Cycle. Riders will be encouraged to share the selfies on social media to build momentum, not just in London but as a worldwide conversation.
Additionally Boom Cycle will be hosting 2 #CutLoose sessions, designed to empower riders to embrace body confidence hosted by Clinical Director & Founder Transactional Analyst Psychotherapist, James Lamper, Emotion Matters.
To kick start the movement on October 2nd, Boom Cycle will host a launch event at their iconic Battersea Power Station site – a 45 minute ride, Boom Cycle style, followed by a Loose panel talk with some of London’s most influential voices including mental health advocate, Jada Sezer and Kate Dale, Campaign Lead at This Girl Can, rounded off with the showcase of Boom Cycle’s #CutLoose short film.
The Vision of the campaign?
To get more people working out with a focus on the way they feel rather than conforming to look a certain way, being proud of their bodies, the sweat they’ve created and feeling confident to present this version of themselves to the world. Boom Cycle has always been on a mission to change the way that people interact with fitness, creating sanctuaries where people can escape everyday worries and pressure and just #CutLoose for 45 minutes of their day.
By creating engaging rides led by motivational instructors that are accessible to everybody, Boom Cycle can make you sweat, support you, entertain you and inspire you by making you realise just how strong and powerful you are.