What better way to burn off the indulgence of Christmas and New Year than with some whips, chains and blindfolds? Our new campaign, dubbed ’50 Shades of Gymbox’, brings to life the evolutionary link between pleasure and pain in the human mind and body. There’s strong evidence that pain can actually stimulate Melatonin and Serotonin production, which transforms painful experiences into more pleasurable ones. These data points may also explain the curious coincidence of why our intense workout faces often resemble the same face seen during an orgasm. You can now head down to your local Gymbox to take part in a new range of workouts, including 'Whiplash', 'Blackout' or even 'S&M'. The campaign, was captured by esteemed photographer Todd Antony and features a star of the classic ITV show, Gladiators.
Agencies: Mother London