Propel Adds Live Music to its Co:Labs Fitness Events – Event Marketer

Propel Adds Live Music to its Co:Labs Fitness Events – Event Marketer
Propel Re-Launches Co:Labs Fitness Events with a Musical Twist

Propel Adds Live Music to its Co:Labs Fitness Events

Propel is continuing the momentum started last summer when it promoted the reformulation of its electrolyte-rich flavored water product with fitness events surrounding trendy exercises in New York City and Los Angeles. This year, Propel is relaunching its Co:Labs fitness events, tying in live music and a fresh collaboration, and punctuating the season with the first Propel Fitness Festival.

The program launched April 12 at Spring Studios in Manhattan with a “first look” featuring brand spokesperson and singer-songwriter Jessie J, who appears in the brand’s marketing and in television spots that aired in April. The event offered a peek at the new brand campaign surrounding the messaging Let’s Get Ugly, about stepping up workouts and forgetting about looking Instagram-ready in the gym; as well as Propel products in the pipeline, Yoga for Bad People and L.A.-based Prevail boxing sessions, and concluding with celebratory cocktails.

The Co:Labs fitness events are expanding this year and will pop up in Miami (May 16-17) Denver (June 6-9), Chicago (June 20-23), New York City (July 10-11) and L.A. (July 14; July 29-Aug. 2, Aug. 5). Consumers can pre-register for the free classes, which are taught by influential instructors at each city’s trendiest fitness studios and gyms. Some of the workouts include high-intensity cardio, dance fitness and tone-building. Each workout will be paired with a live local dj set to boost the experience. The coast-to-coast program will culminate with a two-day weekend festival in L.A. August 11-13, featuring live music and fitness instructors from across the country.

“We learned that there was a lot of latent love for Propel, however, the brand was no longer top of mind,” says Gina Hardy, senior marketing director for Propel, on the inception and evolution of Co:Labs. “In addition, we had lost some of our association with fitness and had skewed too general lifestyle. As a result, we established the Co:Labs to help us drive awareness and return to our fitness roots by bringing a one-of-a-kind workout experience to local markets.” Agency: Invisible North, New York City.


Gallery: Propel Invites Consumers to ‘Get Ugly’ at Co:Labs Fitness Events


See also:

How Michelob Ultra Mixed Fitness Events With Happy Hour

Rachel Boucher
Posted by Rachel Boucher

Rachel joined Event Marketer in 2012 and today serves as the magazine's executive editor. Her travels covering the experiential marketing in dustry have ranged from CES in Las Vegas to Spring Break in Panama City Beach, Florida (it's never too late)—and everywhere in between.
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