The Covid-19 pandemic has turned the world (and the fitness universe) upside down. With more than 34,000 gyms shutting doors across Brazil since April 2020, not only people lost their workout space and access to equipment, but personal trainers lost their source of income, impacting more than 1MM of direct and indirect jobs. As a brand that supports those who are passionate about sports and exercises, YoPro wanted to do something. It needed to find a way to motivate people to maintain their workout routine while also backing up all those personal trainers in such complicated scenario. But how to do so in a reality where people can’t leave their homes? To top that up, a survey revealed that 75% of Brazilians thought brands shouldn’t promote anything during the pandemic, under the risk of sounding opportunistic.

The challenge was to help personal trainers overcome the trail of unemployment left by the Covid-19 pandemic, but we also needed to keep motivating those who wanted to exercise and maintain a fit body and good health, one of the brand’s pillars. So, we decided to create our very own digital gym. YoPro Academia 24h is available 24/7 on Youtube and offers a variety of training modalities through video classes specially planned to workout at home. And for that we hired not one, not ten, but 600 licensed personal trainers to create sets of functional and cross training, yoga, meditation and running workouts, earning for each video a value above of that practiced in the market.

Our team researched the most popular training modalities on social medias in order to create more than 650 thematic video classes specially planned to workout at home, such as functional and cross training, yoga, meditation and running workouts. As Youtube being the second most important website in Brazil, we chose it to create YoPro’s brand channel, simulating a real gym class where people can watch the workouts on any type of screen. The hiring of licensed personal trainers was an essential part of the strategy, we created a hotsite to promote the 600 Personal Trainers' open positions, which helped us find responsible professionals to offer the best content on classes to our audience. We also mobilized every YoPro’s ambassadors and other fitness influencers to help spreading the news about our brand-new gym, motivating every person to keep up with their workout routines at home.

First, we opened 600 job openings for personal trainers, for that we created a hotsite where licensed professionals could apply for the job, present their credentials and upload their own video classes, earning for each class a value above of that practiced in the market. We created a team of video and motion editors dedicated exclusively to edit each content, uploading more than 650 videos to the channel. Besides Youtube, 15-minute cross training classes were turned into short and exclusive contents for YoPro’s social medias, helping to promote Academia 24h and engage our audience on every platform.

• 600 personal trainers with an income during the pandemic

• +20K subscribers on YoPro Academia 24h YouTube channel

• +5MM views on the channel

• +30K hours watched

• +650 video classes uploaded to the channel

• A new & powerful sports platform for the brand