The Ultra gym chain launched the "No Smile, No Gain" concept as an alternative to the traditional fitness market philosophy "no pain, no gain". The proposal is to demonstrate that physical exercise can be associated with pleasure, welcoming, and fellowship, instead of suffering and pain. The strategy abandoned the purely advertising motto and began occupying public spaces in actions carried out by the brand in various Brazilian cities.
In these actions, thousands of people participate dressed in pink, forming what the network calls "pink crowd". Participants gather in group classes, runs, and outdoor encounters, creating collective experiences of movement.
Ivete Gama, a brand representative, highlights that training involves effort and discipline, but this doesn't mean the experience needs to be hostile or based on guilt. The concept was created to show that movement can also be joy, encounter, and belonging.
According to the executive, when a person enjoys the experience provided by the gym, they have more reasons to continue attending and maintaining an exercise routine.
