At home workouts saw a boom during 2020 as Brits swapped the gym for their living rooms, evident on the Spotify platform with over 385,000 workout playlists created or added to in 2020.

So we launched Spotify Pumped, a new fitness microsite that created free personalised HIIT workout experiences for both existing and non-Spotify users in collaboration with popular podcasters.

With Spotify Pumped, fitness lovers were able to create their own workout by answering a few quick questions (i.e. workout space, intensity level, music style) before selecting their very own celebrity ‘coach’ to encourage them throughout the HIIT session via voice over recordings.

The offering was supported by an integrated marketing campaign that rolled out nationwide.