Case Study


Case Study

It's a trip! Bringing an immersive workout experience to Dubai.

Since its inception in 2014, GFX (Group Fitness Experience) has redefined fitness in Business Bay, Dubai, evolving from a boutique group fitness studio to a pioneering force in immersive fitness experiences.

In 2016, GFX embraced the global launch of LesMills' The Trip, a revolutionary concept in select cities worldwide. The Trip melds a custom-designed studio environment with dynamic live fitness instruction and captivating immersive video content. This groundbreaking approach transforms each workout into an exhilarating journey through interactive fantasy worlds, powered by state-of-the-art CGI videos perfectly synchronized with energizing music.

The unique appeal of The Trip lies in its clever blend of entertainment and exercise. Participants experience a lower perception of workout intensity while achieving equal, if not superior, fitness results, a testament to the innovative fusion of technology and fitness.

Collaborating closely with GFX, Growl Media played a critical role in conceptualizing and executing the visual system for this innovative fitness venture. Our creative expertise brought to life bespoke lighting designs, custom bike decals, engaging promotional videos, and the iconic “infinity cyclist” graphic mark, contributing to a fully immersive and unforgettable fitness experience.

Discover the synergy of design and fitness innovation with GFX and Growl Media – where every workout is an adventure.


The Work