Third Space – The Great Indoors

Exercising in winter is often a toss-up between overcrowded and soulless gyms, or getting caught in bad weather. 

Going against the begrudging ‘new year, new you’ clichés of January, Third Space is maximising its extensive training spaces and luxury facilities to bring the outdoors in, with a new campaign by Without that celebrates the joy of health and wellbeing in a quintessentially British way.

The art direction for the new campaign – The Great Indoors – captures the big open spaces of the London luxury fitness clubs, and the wide array of facilities and classes on offer: from combat training and HIIT classes, to yoga and swimming. Shot by Rich Maciver, photography is expansive, with action shots showcasing the ‘greatness’ of Third Space members.   

For social, the energy of Third Space footage is juxtaposed with copy that draws on British weather tropes: ‘Another wet London morning’ set against a swimming pool; ‘Heating cranked up’ in the sauna; and ‘Another blustery winter day’ on the assault bikes.

The campaign launched in January 2024 ran across digital, social, online and OOH. It is part of Third Space’s “Training for Life” platform, developed by Without in 2015.

“This campaign is a triple-threat: culturally relevant, time-specific, and focussed on our spaces and facilities, which stand us apart from the rest of the industry. It’s thanks to the brand that we have built with Without that we’re able to run campaigns like ‘The Great Indoors’, that go beyond January tropes and connect directly with our audience.”

— Ralph Harris-Brown, Head of Marketing at Third Space