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ugc · January 2026
Ironside
217 new members and not one transformation photo.
A gym campaign with no before-and-after bodies anywhere in it.
- Views
- 890K
- From four videos in six weeks
- New members
- 217
- Tracked with a promo code
- Cost per sign-up
- $14
- Their last agency was charging $58
The cut
We shot the 6am class in the dark, backlit, with the heating still coming on so the room was full of haze. Ropes, chalk, breath. No slow motion, no colour grade, nobody smiling at the camera. It looks like what 6am actually feels like.
- Client
- Ironside
- Sector
- fitness
- Format
- ugc
- Shipped
- January 2026
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Frame by frame
The first
two seconds.
If someone can’t tell what this shop sells within about a second, they’re already gone. Here is the opening, frame by frame.
- 0.0s
0.4s
0.8s
1.2s
1.6s
2.0s
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The story
What was going wrong
Transformation photos are what every gym in Brampton posts, and people have stopped believing them even when they’re true. The whole category has trained everyone to scroll past.
What happened next
People did not sign up because someone got lean. They signed up because it looked like a room they wanted to be in at six in the morning.
The strongest thing a gym can say is that people stay.
