Pop up of the week - Run for your bun
David Lloyd Leisure Group has hosted for the past 3 days a pop-up café in Covent Garden, serving salads, burger and sandwiches. The special thing about this café is that it is the first café that takes exercise as payment. The café called ‘Run for you Bun’ let diners choose what ever they wanted of the menu, in exchange for a 10-minute HIIT session, overseen by their personal trainers. A new research shows that the average office worker spends 90% of their working day sitting down and not moving. The idea was to get workers to be more active during the day and highlight the important role that a balanced diet and regular exercise play in a healthy lifestyle.
Paying with exercise although novel, isn’t an entirely new concept- it was also used in the run up to the winter Olympics in Sochi, Russia where at Moscow metro stations you could pay for your ticket with 30 squats, the aim of the initiative was about bringing sports to people.
"We wanted to show that the Olympic games are not just an international competition most people watch on TV every two years, they are also about involving everyone in the sporting way of life." - Alexander Zhukov, president of the Russian Olympic Committee.
The pop-up, now on it’s final day is an example of how wellness, fitness and wellbeing are valued more than ever before – in this case as much as money. The pop-up has generated a great amount of press, and has been trending on Twitter since it’s second day of opening. Whilst not a sustainable long term strategy, it has proven a great tactic for David Lloyd, raising awareness about the brand.