Event TV: Maxinutrition produces riverside street gym

Event caught up with supplement brand Maxinutrition as it delivered its first ever urban gym concept on London's South Bank yesterday (21 January).

The one-day event aimed to show members of the public that no matter where they are, they can perform an effective workout using the facilities that are available to them.

Working with fitness expert Sean Lerwill, Maxinutrition devised a circuit for an outdoor all-body workout that utilised everyday objects such as benches and scaffolding. Brand ambassadors Kimberley Wyatt and Anthony Ogogo were also there to guide participants through the challenge.

The brand experience was designed as part of Maxinutrition’s new campaign It’s Not For Everyone, which is being fronted by boxer Amir Khan, Liverpool captain Jordan Henderson and Wales and British Lions winger George North.

PrettyGreen is working on the initiative alongside content marketing agency Headstream.

Mark Morgan, senior sponsorship, PR and expert marketing manager at Maxinutrition, told Event: "Today is a one day event but we’re certainly going to be promoting the idea of working outside throughout the year to our social media community."

More: In pictures: Maxinutrition hosts inaugural Rugby Cup event

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