Basic-Fit launches influencer campaign to attract fitness beginners

Gym chain Basic-Fit partnered with the agency Follow for a social media campaign titled ‘Mes Premières Fois’ (My First Times) to make fitness more accessible to beginners and reduce psychological barriers to entry.

Deployed in May 2026, the social-first campaign utilized 11 content creators across Instagram and TikTok. The initiative targeted a broad demographic aged 18 to 65, with a specific focus on women, to address common anxieties such as fear of judgment or lack of familiarity with gym environments.

The campaign achieved significant reach, generating 47.3 million views and 177,200 engagements. The estimated earned media value for the operation was 1.74 million euros.