TikTok Health Category Brings Fitness, Influencers and Brands Together at Awaken
Fitness creators worked through a HYROX course while health brands set up a few steps away. That was the day TikTok Health Category spent with us at Awaken Fitness Center in Metrowalk, Pasig.
TikTok’s Health Category team brought together health KOLs, fitness and wellness creators, and brand affiliates for a day of training and content. The brands got their products in front of people who train. The creators got to try those products after a hard workout, film it, and tag the items to TikTok’s yellow basket so followers could buy straight from the video
How It Started
The TikTok Health Category team reached out looking for a HYROX gym that could host a personalized fitness experience for their health and fitness community. We said yes and got to work on the format: a workout creators could finish, with a brand area built into the same space.
A HYROX Experience for the Influencer Community
The main event was a customized 25% HYROX simulation. It’s a scaled-down version of the race, built to be challenging but doable across different fitness levels. Participants worked through eight stations: SkiErg, Sled Push, Sled Pull, Burpee Broad Jumps, RowErg, Farmers Carry, Lunges and Wall Balls.
If you’ve never done HYROX, those are the same stations you’d see on race day, just with much less volume. New to the format? Start with our beginner’s guide to HYROX.
Our coaches stayed on the floor the whole time. They demoed movements, corrected form, kept an eye on safety and got people through their last reps. Before long, creators were racing each other and filming each other’s finishes.
The Brands on the Floor
Between stations and after the workout, creators headed to the brand activation area. Seven TikTok brand affiliates took part:
- Optimum Nutrition: sports nutrition and protein
- Blitz Nutrition: high-protein bars and sports nutrition
- Immuni: wellness and immunity-focused products
- Dr. Daily: health and wellness products
- OMRON: health and wellness monitoring technology
- Haleon: consumer health products
- Mood Food Market: high-protein food products
Creators talked with brand reps, tried the products and shot content on the spot. Through TikTok’s yellow basket, any of those videos could link straight to the product. A follower could watch a creator’s post-workout snack and check out a couple of taps later.
Why We Like Hosting Days Like This
A gym is a good place for health brands to meet their audience. People have just trained. They’re tired, hungry and paying attention to how their body feels. A protein bar or a health monitor makes more sense to someone at that moment than it does on a shelf.
That’s why the day worked. The products fit into a full day of training and wellness instead of sitting off to the side.
By combining fitness programming, brand activation, influencer engagement and content creation, Awaken provided a platform where brands could reach a targeted community in an authentic and highly interactive environment.
Participants didn't simply see products displayed at a booth. They experienced a complete day centered around health, movement and wellness, making the brand interactions more relevant and memorable.
Corporate Events and Brand Activations at Awaken
We’re hosting more corporate fitness events, brand activations and community days, and this was one of them. For this event we designed the HYROX simulation, provided the coaches and venue, ran event operations and set up the brand activation space. We worked with the TikTok/ByteDance team from planning through to the event itself.
Want to run something like this for your company or brand? Send us a message and our team will walk you through what’s possible.
Thank you to TikTok Health Category and the ByteDance team for choosing Awaken Fitness Center as the venue. Thanks also to every brand affiliate, creator and influencer who showed up and trained hard. We had a great day with you.
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Corporate fitness days, brand activations and creator events. We handle the programming, coaches and venue.
