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The Anti-Cult




For the first months of their brand journey, MYXfitness found huge success by billing themselves as the less expensive version of Peloton. But for this round of creative, the brand wanted to step away from defining themselves by their competitors. Instead, MYX wanted to find a way to stand for a more balanced, sustainable approach to fitness.



What if at-home workouts didn't have to be so…cultish? In this creative, we positioned MYXfitness as a more balanced version of our often over-hyped fitness culture. By creating a bright, homey look, we show how working out with MYX can be fun, realistic, and sustainable.