While the creative industry has been in full Christmas party swing, MassiveMusic and maverick fitness studio FRAME have teamed up to launch Heavy Fitness, an innovative new concept that marries two seemingly unlikely passions; heavy metal with a healthy lifestyle.
Heavy Fitness is an exercise class that incorporates heavy metal music to create the ultimate hardcore fitness experience, and will debut on January Friday 13th 2017 (its creators couldn't have wished for a more ‘metal’ date). After this, the aim is to roll the classes out on a monthly basis.
The idea was conceived by MassiveMusic, a global music agency whose London office is based in the heart of Shoreditch. Massive are the music partners of many brands and advertising agencies, and are constantly finding new ways to make innovative and creative connections between music, brands and consumers.
MassiveMusic’s Laura Grzeszczak and Helen Bellringer developed the Heavy Fitness concept after discovering shared passions for working out whilst rocking out to heavy metal music. The pair found that the genre is both high tempo and energetic, which is perfect for an intense sweat-fest. The aggressive nature of the music is also cathartic and provides the extra motivation to push through the pain. Their vision is to bring this workout tool to the masses.
From Left: Laura Grzeszczak, Rob Birchley and Helen Bellringer before Heavy Fitness
Grzeszczak, Client Service & Project Manager at MassiveMusic London, explains: “Heavy metal may seem like a niche genre, but there’s actually a lot of crossover between its fans and the healthy lifestyle trend. There’s of course the straight edge community as well as a strong vegan contingent within the heavy metal fandom.”
MassiveMusic worked closely with FRAME’s gym instructor, Robb Birchley
to create a class that is as heavy and intense as the music is.
The Heavy Fitness team after thrashing it out
Commenting on the collaboration, Bellringer, Creative Producer and Music Supervisor at MassiveMusic London, says: “FRAME’s reputation for breaking the mould in the fitness industry made them the perfect partner for this project. Contrary to what people may think, heavy metal music isn’t just fast-paced noise, it can actually be really varied in its pace, rhythm and instrumentation. So there will be slower tracks for the warm up and cool down sections. This is a new approach to fitness that hasn’t been done anywhere else, so it’s really exciting to bring together our music expertise and FRAME’s fitness know-how to share this new concept to the world!”
Make your New Year’s resolution a ‘rep-solution’ and head down to the very first class at FRAME Shoreditch on Friday 13th January. Crunch away some of those Christmas calories to a soundtrack of Slayer, Metallica, Iron Reagan and Lamb of God, and give your ears and your post-holiday body a good thrashing.
Book your place by calling the FRAME Shoreditch desk 020 7033 1855, or clicking the booking link here