Burrows and Wexer: perfect gym buddies

Kimberley Barnacle

by Kimberley Barnacle

Tue, 09/10/2019 - 14:15


Lately, we’ve been showing off in the gym. And with good reason. When fitness technology experts, Wexer, asked Burrows to help them inspire their audiences across key industry events, we rolled up our sleeves and flexed our VR muscles.

Wexer specialises in virtual fitness, using tech to make exercise more accessible to more people. Think live gym classes streamed to multiple locations, bespoke circuit training and workouts, fitness content streamed on demand – it’s all in Wexer’s ever-evolving virtual gym kit.

The Wexer suite of products is designed for gym operators, hotels and fitness enthusiasts everywhere – empowering users to get the most from their workout. This was an important part of Wexer’s business proposition – not just to attract but to retain gym members through a higher level of support.

Our brief was to demonstrate the Wexer proposition through an immersive experience to drive conversations with potential new business partners worldwide. Our solution was to create a VR experience that blended ‘physical’ gym spaces with the digital extension that Wexer brings. Participants could choose from three virtual rooms, to understand how Wexer products could be used within the space they had available, whether that be a full-scale gym or a compact fitness studio.


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In easy-to-navigate zones, users could interact with products and equipment to create their own Wexer gym – viewing content, reading stats, and seeing the benefits as they journeyed through. When Wexer’s Chief Marketing Officer, David Packman, donned a headset and spent 40 minutes exploring, but thought only five or ten minutes had passed, we knew we were onto a good thing! (If only every gym session was like this).

But while the VR experience was great for getting people immersed in the Wexer world, it limited the number of users at any one time. So, we also created a touchscreen experience that offered an interactive tour of the largest room: a full-sized virtual gym. Through push notifications at key pause points, we were also able to reinforce the message of one of Wexer’s key products – the Wexer Mobile app – to help engage, encourage and retain members on their personal fitness journey.

Both the VR and touchscreen experiences we created for Wexer were put through their paces at big industry events and conferences all over the world, including IHRSA in San Diego, FIBO in Cologne, FILEX in Sydney, and the world’s largest travel/hotel expo, ITB in Berlin.

We were thrilled to hear that Wexer gained more leads than anticipated, including in the hospitality sector, where they plan to build on an already impressive hotel group client list including The Ritz-Carlton, Marriot, and Accor. So, it’s fair to say we took our role of gym buddy seriously – and saw some pretty good results.

Kimberley Barnacle

Client Services