(Photo by Flickr user Ryan Knap, under a Creative Commons license)
Have you ever just woken up and asked yourself: Who are Philadelphia’s “Instafamous”?
Neither have we, but as luck would have it, the latest PR push from Philly-based gym City Fitness lined up a roster for us.
#MyCityMoves, a 20-day fitness competition starting March 11 with $10,000 in cash prizes up for grabs, lined up support from 16 Philly instagrammers of note including bodybuilder Michael Rowland, model and dancer Frenchie Kate and Curalate’s Marketing Director Brendan Lowry (aka Peopledelphia).
All told, the social-media top guns amass an audience of some 185,00 followers.
— City Fitness Philly (@CityFitnessPHL) March 2, 2017
Registration costs $99 and includes a MYZONE belt. The wearable tech jawn will be used to monitor participants’ vitals throughout the competition.
Last year, the event gathered around 300 participants in its first edition. For 2017, the gym is hoping to rally 1,500 fitness-minded Philly folks in a bid to raise the city’s profile as a fitness-savvy town, despite its cheesesteak and beer fame.
“There are people and communities, most of whom have joined us for this year’s competition, within Philadelphia looking to address that [perception],” said the gym’s marketing director Tom Wingert. “We believe that we can make a meaningful impact on the way this city interacts with concepts of health and fitness.”
As for Lowry, one of the interesting angles of this event is to see a gym, and not a clothing or food brand, use influencer curation for an offline event.
“In a fitness industry which is known for price promotions and pretty bad marketing, City Fitness is playing the long game and focusing on building actual community,” Lowry said.