Reebok and Tom Tom to deliver experiences at Be:Fit

One-hundred brands are expected to feature at the three-day event
One-hundred brands are expected to feature at the three-day event

Brands including Reebok, Tom Tom and Oatly are set to host their own experiential activations at women's fitness festival Be:Fit this spring.

Be:Fit will take place at the Business Design Centre in Islington, London, from 29 April to 1 May. Alongside its main agenda, the event will be a hub for various brand activations.   

Reebok will again run its fitness studio featuring free classes for up to 350 people from the likes of Les Mills, Gymbox and Core Collective. There will also be giveaways and 'suprise goodies' up for grabs.    

SatNav manufacturer Tom Tom will hold a silent disco event promote its Spark GPS fitness watch. The Ministry of Sound will provide wireless bluetooth headphones at the music event, which is scheduled to run across all three days. 

Oatly, the dairy-free drinks brand, will run a series of 45-minute food masterclasses with chefs, bloggers and nutritionists at its Oatly Kitchen. Those attending will also have the chance to sample its various oat-based products.

Names at the main stage include olympian Kelly Holmes, wellbeing coach Jody Shield and personal trainer James Duigan. One-hundred health and fitness brands are expected to pop-up within the shopping village. 

An adult day pass is priced at £25, or £55 for the whole weekend. There is also a VIP day pass, which includes free beauty treatments alongside faster entry into all classes and talks.

Rachel Chatham, marketing manager at Be:Fit, said: "This year we have some incredible partners involved including Reebok Women UK, Oatly UK, Women's Running Magazine and Tom Tom UK, and it is set to be the biggest and best year yet for Be:Fit London.

"We have successfully built the brand this year, launching additional events including free fitness pop up classes, supper clubs and a weekly running group, and Reebok have selected us as their key women's event for 2016, which will be used as global best practice going forward, across the entire Reebok brand."

The health and fitness festival, which is run by Telegraph Events, attracted 10,500 people at its launch in 2014, before moving to a bigger venue last year.

It recently appointed agency Radiator to handle its on-site communications.  

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @gcaffyn


Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free