Leeds-based integrated agency, ilk, has been appointed by Couch to Fitness to promote its free fitness programmes to those whose physical activity has been affected by the cost of living crisis.
Funded by Sport England, Couch to Fitness is an at-home workout programme which was established by the UK’s leading free online and outdoor group exercise provider, Our Parks, to make exercise accessible to all.
Following a pitch process, ilk has been appointed to develop a social and paid campaign to encourage those whose levels of fitness have been negatively impacted due to the cost of living crisis to try free, online workout classes at home.
Previously, ilk has supported Couch to Fitness in the launch of a range of its free fitness programmes to help a variety of people engage in physical activity. These included Couch to Fitness’ Maternity campaign, which saw the launch of pre and post-natal exercise programmes, and the arrival of Family Fit for children and their parents.
Nev Ridley, MD at ilk Agency, said: “As an integrated agency, we’re always on the lookout for opportunities to broaden our scope of clients within the social and paid team.
“Our Parks’ direct approach to giving people the opportunity to continue to engage in exercise through Couch to Fitness during a cost of living crisis is a wonderful, community-led scheme that we’re proud to support.”
Born Barikor, founder at Our Parks, added: “Through research, we have found that the ongoing cost of living crisis is having a negative impact on the ability to take part in physical activity, while people are also struggling to return to their pre-pandemic exercise levels due to barriers on confidence, time and finances.
“No matter the circumstances at Our Parks, we understand that exercise is incredibly important for physical and mental wellbeing regardless of financial circumstances, which is why in the crisis we are facing our free workout programmes are more pivotal than they have been before.”
