We made the members the media by mirror-printing Friskis&Svettis-tees, turning the members selfies in to ads.

A week before the campaign start, 50 of the most active members received a vacuum-packed tee in the mail with a letter of inquiry to start the campaign. These local-gym-celebs became ambassadors for a week, getting the buzz on.

Then we started handing out tees in the gyms - almost for free, you paid by posting selfies on Instagram with the tee on and tag it with popular training hashtags. Instructions on how, where and what came with a tag on each shirt.

2700 tees “sold out” in three days, resulting in hundreds of pics-turned-ads during the two-week campaign-period. But it will live as long as the the prints last and the members keep bringing their phones to the gym - with new pics turned ads popping up every day on the biggest training hashtags on Instagram.

Sites like Trendhunter.com and bloggers worldwide wrote about the campaign, from Japan and Taiwan to Colombia and Brazil.

And after the campaign, Swedens biggest newspapers and newsprograms reported that selfies had become so popular at Friskis&Svettis they had to ban them…in the lockerrooms. A result of sometimes not fully clothed bystanders getting unintentionally exposure.

By the end of the season, members had increased by 15% (previous season 5%) and an increase in income by 10% (7%).