BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Event Production & Fabrication

7 Things Event Marketers Can Learn From This Gymshark Brand Activation

To celebrate its new collaboration with fitness star Whitney Simmons, the activewear brand built a stylish, multifaceted event that was part retail pop-up, part panel discussion, part community gathering space—and all selfie heaven.

Claire Hoffman
October 20, 2021

The venue’s main space was divided via pink intersecting walls, which kept attendees from entering the panel discussion area too early—and encouraged them to mingle, take selfies and relax in a variety of seating options including hanging bubble chairs. 'Gymshark events are all creating community and people coming together,” said producer Matt Stoelt.The venue’s main space was divided via pink intersecting walls, which kept attendees from entering the panel discussion area too early—and encouraged them to mingle, take selfies and relax in a variety of seating options including hanging bubble chairs. "Gymshark events are all creating community and people coming together,” said producer Matt Stoelt.Photo: Vero Image
LOS ANGELES—
Mixing a beloved fitness brand with a wildly popular YouTube star is typically a surefire recipe for a successful brand activation. But that doesn't mean pulling off a large-scale consumer event to celebrate that partnership—particularly in the middle of a pandemic—is a walk in the park.

So there's plenty to learn from U.K.-based activewear company Gymshark's recent event, which celebrated its third collaboration with fitness star Whitney Simmons. Held at City Market Social House in Los Angeles from Sept. 18-19, the ambitious, multifaceted gathering was part retail pop-up, part panel discussion, part community gathering—all taking place in a stylish, safe, photo op-ready space that highlighted the new collection in engaging and eye-catching ways.

The underlying theme of the event—which helped dictate the programming, design and activities—tapped into Simmons’ positive and inclusive approach to fitness. “In addition to bringing Whitney’s brand to life, the event was all about growth and effort, and how these two things equal progress,” explained Matt Stoelt, whose company, Stoelt Productions, designed and produced the activation. “Effort means going to the gym and taking other steps to better yourself, and growth is the wisdom you get along the way. Putting them together leads to progress—and that’s why the event was called ‘A Celebration of Progress.’”

Organizers took a number of smart steps to engage consumers while also keeping them safe. Before you dive into the eye-candy-filled photos, study these key takeaways that all event producers can learn from.

1. Safety is paramount right now.
If a brand activation is perceived as unsafe right now, all the event team's hard work will be wasted. So Stoelt and the Gymshark team took a number of smart safety-focused steps, including limiting capacity by dividing the audience into four groups, each consisting of about 150-200 people. Each group was given a three-hour window to enter the event, during which time they could shop the new collection—which dropped on Sept. 16—and enjoy on-theme ice breakers, take part in photo ops, grab a bit to eat, and attend panel discussions featuring Simmons and other guests, who discussed what it’s like to be a female businesswoman, as well as body positivity, mental health and fitness. (Attendees chose their time slot based on which talk they wanted to attend.)

To further insure safety, all attendees were required to wear masks when they weren’t eating, drinking or posing for a photo. The food and beverage area was set up outside, and all on-stage talent took COVID-19 tests beforehand. 

2. Color and design elements can help set the tone and evoke the product.
That overall narrative of effort, growth and progress played out throughout the space, including in 16 different inspirational quotes from Simmons that were placed on the walls. The entire event had a four-color palette—white-gray, dusty rose, green eucalyptus and terracotta—that evoked the collection while also generating a sense of calm. Other design elements included a variety of curved lines, peek-a-book windows, illuminated arches, custom light fixtures, product vignettes and handmade paper leaves. 

3. Attendees want to find their own creative photo ops.
While there were several designated photo setups, Stoelt noted that the goal was for guests to find their own unique spots for selfies, to avoid the kind of stale, everyone-looks-the-same moments that can tend to happen in photo booths. “We didn’t want anybody to walk out with the exact same picture," he explained. "So the design of the event, from retail to the hub to the walls to the arches, was all about creating this consumer journey where everybody got their own unique photo op."

Organizers also found subtle ways to incorporate the Gymshark logo throughout the space, like on the back of hanging bubble chairs or on the dressing room mirrors, which allowed it to show up in photos but not be too overbearing. 

4. Attendees also want a variety of different experiences.
Organizers recognized that not every attendee was necessarily there for the same reason. For some, getting a chance to access the frequently sold-out collection via a fully fledged pop-up store was key, while others wanted to learn from the panelists or connect with other like-minded people. As a result, there were several distinct areas to the gathering, all centered around a hub that Stoelt described as “the heartbeat at the center of the event where people could come together.” 

5. Community building is key.
A highlight of the event was an icebreaker moment, where attendees could find 10 questions related to effort—such as “What are your fitness goals right now?”—and 10 related to growth—like “Where is your favorite place you've ever been? Where would you love to vacation next?” Attendees wrote down their responses on custom, die-cut cloud-shaped cards and got paired up speed dating-style based on their answers. "Gymshark events are all creating community and people coming together,” noted Stoelt. 

There was also a variety of seating areas that encouraged guests to relax and mingle. And to further reinforce an inclusive, body-positive atmosphere, the event showcased models of different shapes and sizes. Meanwhile, twelve brand ambassadors were on-site to answer questions and speak about the collection, and Simmons herself did meet-and-greets with every attendee after the panel discussions. 

6. The space can be used to create longer-lasting content for your brand.
To make further use of the built-out space, Simmons shot and created some content between sessions and before the days kicked off. And while there was no virtual component to the gathering, everything was recorded so the brand can repurpose the content and panel discussions however they’d like. Stoelt observed that this has become a common trend for brands: “They're wanting to get these venues done the day before, so they can actually have talent come in and shoot content prior to actually activating,” he explained. 

7. Initial plans will change—and that's OK.
"Planning an event of this size and scale during the pandemic fully exposed the challenges presented by the current supply chain shortages,” added Stoelt. “We were forced to make some design changes based on long lead times and limited availability of certain materials.”

But despite the challenges, the end result was a sleek, multi-part event that’s filled with inspiration for gatherings of all types. Scroll down for a look inside the activation, along with more details on how it came together.

To celebrate fitness YouTuber Whitney Simmons’s third collaboration with UK-based activewear company Gymshark, the brand hosted a consumer event at City Market Social House in Los Angeles from Sept. 18-19.
To celebrate fitness YouTuber Whitney Simmons’s third collaboration with UK-based activewear company Gymshark, the brand hosted a consumer event at City Market Social House in Los Angeles from Sept. 18-19.
Photo: Vero Image
The event was divided into several areas, including a central hub (pictured), a panel discussion area, a fully functioning retail store, and an outdoor space for eating and drinking.
The event was divided into several areas, including a central hub (pictured), a panel discussion area, a fully functioning retail store, and an outdoor space for eating and drinking.
Photo: Vero Image
Los Angeles-based Stoelt Productions designed and produced the event, using a four-color palette of white-gray, dusty rose, green eucalyptus and terracotta. Curved lines and illuminated arches added a cohesive design element throughout the space. Taylor Creative served as the decor vendor.
Los Angeles-based Stoelt Productions designed and produced the event, using a four-color palette of white-gray, dusty rose, green eucalyptus and terracotta. Curved lines and illuminated arches added a cohesive design element throughout the space. Taylor Creative served as the decor vendor.
Photo: Vero Image
To accommodate as many people as possible while still keeping them safe, there were two sessions per day, each hosting about 150-200 people for a three-hour window. Guests were asked to wear face masks inside any time they weren't eating, drinking or posing for a photo.
To accommodate as many people as possible while still keeping them safe, there were two sessions per day, each hosting about 150-200 people for a three-hour window. Guests were asked to wear face masks inside any time they weren't eating, drinking or posing for a photo.
Photo: Vero Image
The underlying theme of the event tapped into Simmons’ positive and inclusive approach to fitness, with the idea that growth and effort lead to progress. To further drive the message home, 16 different inspirational quotes from Simmons were placed on the walls and throughout the space.
The underlying theme of the event tapped into Simmons’ positive and inclusive approach to fitness, with the idea that growth and effort lead to progress. To further drive the message home, 16 different inspirational quotes from Simmons were placed on the walls and throughout the space.
Photo: Vero Image
In an icebreaker moment, attendees could find 10 questions related to effort—such as “What are your fitness goals right now?”—and 10 related to growth—like 'Where is your favorite place you've ever been? Where would you love to vacation next?' Attendees wrote down their responses on custom die-cut cloud-shaped cards and got paired up speed dating-style based on their answers.
In an icebreaker moment, attendees could find 10 questions related to effort—such as “What are your fitness goals right now?”—and 10 related to growth—like "Where is your favorite place you've ever been? Where would you love to vacation next?" Attendees wrote down their responses on custom die-cut cloud-shaped cards and got paired up speed dating-style based on their answers.
Photo: Vero Image
Stoelt Productions also created a fully functional retail store where guests could shop the new collection.
Stoelt Productions also created a fully functional retail store where guests could shop the new collection.
Photo: Vero Image
The sleek space featured custom fixtures and product vignettes, and it was anchored by a 12-foot-tall, centrally located circular dressing room. Additional sizes and inventory was housed in the kitchen at City Market Social House, so staffers could restock the pop-up store.
The sleek space featured custom fixtures and product vignettes, and it was anchored by a 12-foot-tall, centrally located circular dressing room. Additional sizes and inventory was housed in the kitchen at City Market Social House, so staffers could restock the pop-up store.
Photo: Vero Image
The venue’s main space was divided via pink intersecting walls, which kept attendees from entering the panel discussion area too early—and encouraged them to mingle, take selfies and relax in a variety of seating options including hanging bubble chairs. 'Gymshark events are all creating community and people coming together,” said producer Matt Stoelt.
The venue’s main space was divided via pink intersecting walls, which kept attendees from entering the panel discussion area too early—and encouraged them to mingle, take selfies and relax in a variety of seating options including hanging bubble chairs. "Gymshark events are all creating community and people coming together,” said producer Matt Stoelt.
Photo: Vero Image
The hub area also featured hand-made paper leaves, custom-printed to match the event’s color scheme. The artist used floral wire to make them bendable.
The hub area also featured hand-made paper leaves, custom-printed to match the event’s color scheme. The artist used floral wire to make them bendable.
Photo: Vero Image
The panel discussion area used bean bag chairs as seating. “Logistically, finding 100 bean bags in the middle of COVID was hilarious—it was the one thing that kept me up at night about this job!” laughed Stoelt. Getting the exact right level of comfort was important, he said: It had to be soft, but he also didn’t want attendees zoning out during the panels.
The panel discussion area used bean bag chairs as seating. “Logistically, finding 100 bean bags in the middle of COVID was hilarious—it was the one thing that kept me up at night about this job!” laughed Stoelt. Getting the exact right level of comfort was important, he said: It had to be soft, but he also didn’t want attendees zoning out during the panels.
Photo: Vero Image
The color scheme and curved-lines motif continued to the stage area. While there was no virtual component to the event, everything was recorded so the brand can repurpose the panel discussions however they’d like.
The color scheme and curved-lines motif continued to the stage area. While there was no virtual component to the event, everything was recorded so the brand can repurpose the panel discussions however they’d like.
Photo: Vero Image
Panel discussions featured Simmons and other guests, who discussed what it’s like to be a female businesswoman, as well as body positivity, mental health and fitness. Guests chose which of the four time slots they wanted to attend based on which speakers they wanted to see. After the panels, each of which lasted 30 minutes to an hour, Simmons did a meet-and-greet and photo moment with all event attendees. All on-stage talent took COVID-19 tests before the event.
Panel discussions featured Simmons and other guests, who discussed what it’s like to be a female businesswoman, as well as body positivity, mental health and fitness. Guests chose which of the four time slots they wanted to attend based on which speakers they wanted to see. After the panels, each of which lasted 30 minutes to an hour, Simmons did a meet-and-greet and photo moment with all event attendees. All on-stage talent took COVID-19 tests before the event.
Photo: Vero Image
A food and beverage area was set up outside, offering some of Simmons's favorite healthy snacks.
A food and beverage area was set up outside, offering some of Simmons's favorite healthy snacks.
Photo: Vero Image
While there were several designated photo setups, Stoelt noted that the goal was for guests to find their own unique spots for selfies, to avoid the kind of stale, everyone-looks-the-same moments that can tend to happen in photo booths.
While there were several designated photo setups, Stoelt noted that the goal was for guests to find their own unique spots for selfies, to avoid the kind of stale, everyone-looks-the-same moments that can tend to happen in photo booths.
Photo: Vero Image
“We didn’t want anybody to walk out with the exact same picture,' said Stoelt. 'So the design of the event, from the retail to the hub to the walls to the arches, was all about creating this consumer journey where everybody got their own unique photo op.”
“We didn’t want anybody to walk out with the exact same picture," said Stoelt. "So the design of the event, from the retail to the hub to the walls to the arches, was all about creating this consumer journey where everybody got their own unique photo op.”
Photo: Vero Image
To make further use of the space, Simmons (pictured) shot and created some content between sessions and before the day kicked off.
To make further use of the space, Simmons (pictured) shot and created some content between sessions and before the day kicked off.
Photo: Vero Image
Latest in Event Production & Fabrication
On May 20 and 22, FX Networks transformed two working laundromats into full-blown parties to celebrate its new series Adults.
Event Production & Fabrication
5 Tips for Producing Events in Real-World Locations
The Recording Academy Honors, presented by the Black Music Collective, were held during Grammys week in 2024. The 1,000-person gala was designed and produced by MVD Inc. and drew immediate attention with a multientry intersectional LED tunnel. See more: Grammys 2024: 40+ Trend-Setting Event Ideas From the Week's Star-Packed Parties
Event Production & Fabrication
20 Bold Event Entrances That Made a Lasting Impression
This year, Ultra Music Festival in Miami partnered with its longtime exclusive energy drink sponsor, Red Bull, and Brightline to curate an immersive three-brand experiential activation that merged the music, beverage, and transportation spaces.
Event Production & Fabrication
5 Music Event Trends Making Noise in 2025
Chefs Making Waves set sail from the Port of Miami on Monday, May 5. The second installment, produced by Sixthman, in partnership with A21 and EBG, brought more than 2,000 food-and-drink-loving cruisers to enjoy more than 75 onboard activities featuring 13 celebrity chefs, along with additional spirits and wine partners, wellness programming, and musical acts to round out the four-night at-sea soiree.
Event Production & Fabrication
How This Star-Studded Foodie Event Made a Satiable Splash at Sea
Related Stories
Coca-Cola, Backlot Music Experience, Univision, Premios Juventud
Event Production & Fabrication
How Coca-Cola and Univision Pulled Off an Interactive Live Experience That Doubled as an Award Show
The highly stylized interior featured a floor-to-ceiling video wall, makeup and perfume experiences, and custom bouquet-making.
Experiential Marketing, Activations & Sponsorships
See Inside the Dior Beauty Pop-Up That Went Viral During NYFW
On Sept. 25, performers wearing new Savage X Fenty looks filled the windows of New York's Soho Lofts.
Experiential Marketing, Activations & Sponsorships
See This Sexy, Traffic-Stopping Stunt From Rihanna's Lingerie Brand
Dolce & Gabbana's Pop-Up Shop in the Hamptons
Experiential Marketing, Activations & Sponsorships
20 Steal-Worthy Ideas for a "Pandemic-Proof" Experiential Brand Activation
More in Event Production & Fabrication
Event Production & Fabrication
5 Tips for Producing Events in Real-World Locations
From FX’s laundromat party to OGX’s branded car wash, here’s how event pros are turning unexpected locations into unforgettable experiences.
On May 20 and 22, FX Networks transformed two working laundromats into full-blown parties to celebrate its new series Adults.
Event Production & Fabrication
20 Bold Event Entrances That Made a Lasting Impression
From eye-catching branded archways to immersive tunnels, these creative entry moments from brands like Adidas, Netflix, and Coca-Cola hooked attendees from the very first step.
The Recording Academy Honors, presented by the Black Music Collective, were held during Grammys week in 2024. The 1,000-person gala was designed and produced by MVD Inc. and drew immediate attention with a multientry intersectional LED tunnel. See more: Grammys 2024: 40+ Trend-Setting Event Ideas From the Week's Star-Packed Parties
Event Production & Fabrication
5 Music Event Trends Making Noise in 2025
From sustainability themes to unique experiential activations to unlikely music venues, we’ve noticed a few standout trends at music events worthy of an encore.
This year, Ultra Music Festival in Miami partnered with its longtime exclusive energy drink sponsor, Red Bull, and Brightline to curate an immersive three-brand experiential activation that merged the music, beverage, and transportation spaces.
Event Production & Fabrication
How This Star-Studded Foodie Event Made a Satiable Splash at Sea
BizBash boarded the second sailing of Chefs Making Waves for an up-close taste of this unique floating fiesta. Learn about the plans and partners that made it a recipe for at-sea success.
Chefs Making Waves set sail from the Port of Miami on Monday, May 5. The second installment, produced by Sixthman, in partnership with A21 and EBG, brought more than 2,000 food-and-drink-loving cruisers to enjoy more than 75 onboard activities featuring 13 celebrity chefs, along with additional spirits and wine partners, wellness programming, and musical acts to round out the four-night at-sea soiree.
Event Production & Fabrication
Call for Entries: 13th Annual BizBash Event Experience Awards Are Open
It's a special year for the awards, as BizBash introduces new categories celebrating its 25th anniversary. Get your submissions in by October 3, 2025.
Eea13th Submissions Open 700x467 Article Hero
Event Production & Fabrication
Robin Hood's 2025 Benefit Gala Had the Home Field Advantage—How a Sports Theme Helped Raise $72 Million
The event delivered its most immersive night yet, transforming the Javits Center into an arena of impact.
Michael Strahan kicked off programming at the 2025 Robin Hood Benefit Gala on May 12.
Most Popular
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Brands & Event Pros
Meet the 2025 BizBash 40 Under 40
BizBash highlights impressive industry leaders who have made an early mark on the meeting and event industry—before even celebrating their 40th birthday.
Bb40u40 2025 Meet The Winners 880x496 Article Header
Event Production & Fabrication
Secrets, Spirits, and Surprises: Inside Monkey 47’s Mysterious Event Tour
Monkey 47 cloaked an educational experience about the gin brand’s roots as a series of mysterious events that surprised and delighted guests from the moment they received the invite. Here’s how.
Monkey 47 Schwarzwald Dry Gin embarked on a three-city experiential tour across the U.S. that immersed spirits industry trade professionals in it brand DNA.
Event Production & Fabrication
See Inside the 'Most Sustainable Large-Scale Music Festival on the Planet'
Rock the Ocean's Tortuga Music Festival, in partnership with Sunbelt Rentals, sets the bar for sustainability in large-scale events, blending top musical acts with energy-efficient rentals and impactful environmental advocacy.
In addition to big-name headliners Jelly Roll, Keith Urban, and Luke Combs, a standout moment of this year's event—held April 4-6—was the Conservation Village Powered by Sunbelt, which featured interactive exhibits highlighting marine conservation efforts and everyday ways fans can protect ocean ecosystems.
Brands & Event Pros
Industry Innovators 2025: 11 Planners, Designers & Producers Who Are Defining the Next Era of Events
This creative crew is using standout designs, smart engagement strategies, and flawless execution to move the event industry forward.
2025 Industry Innovators Article Image Planners Designers Producers
Event Production & Fabrication
How to Launch a New Event Agency in Decadence and Style
Ashley Woody hosted industry professionals for "A Night of Revelry" in honor of her new boutique event agency, Maison Madera. See all the surreal details—and read her tips for throwing a successful launch event.
To celebrate the launch of her new boutique event agency, Ashley Woody recently hosted 'A Night of Revelry' for professionals in entertainment, hospitality, and fashion at her Los Angeles studio.
Event Production & Fabrication
How This Podcasting Fest Turned Up the Volume on Attendance, Content, and Star Power
The founder of On Air Fest shares how the event is turning podcast popularity into a sought-after experience for more hosts, listeners, and sponsors.
On Air Fest 2025 took place Feb. 19-21 across four venues in Brooklyn. Here, Seth Meyers' session on risk-taking doubled as a live taping of his hit podcast, Family Trips with the Meyers Brothers.
Page 1 of 120
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.