Build Your Body
- Brand
- Fitness Park
- Year
- 2026
- Objective
- Awareness
- Industry
- Other
- Platform
- In-Game
- Agency
- RushBee
- Published
- 1
Players reach the game through a campaign landing page (buildyourbody.fitnesspark.fr) that shows a trailer and an island code, which they copy into Fortnite on PC, PlayStation, Xbox, Nintendo Switch or mobile to load the branded Fitness Park map.
- 2
The session starts in a social Lobby hub where players can compare results before starting a run.
- 3
The core loop is a timed circuit of six short sports minigames (sprinting, parkour, balance and reaction challenges), each capped at two minutes, for a full digital block of about 12 minutes.
- 4
After each minigame, the player sets down the controller and performs a real 30-second bodyweight exercise in front of the screen with no equipment; the six exercises across a circuit are push-ups, squats, lunges, planks, mountain climbers and burpees, totaling about three minutes of physical activity.
- 5
Completing stages earns coins, a progress currency used to upgrade a personal gym and character stats across four zones: Musculation (strength, for higher jumps and stronger hits), Cardio (speed), Crossfit (endurance for sustained running), and Abdos & Étirements (balance, which unlocks a score multiplier at the end of the circuit).
- 6
Additional bonus zones (Cryolounge, Drink Station, Hydromassage, VisBody) further boost stats and display progress, and the player's gym builds out tycoon-style over repeated sessions, rewarding consistent play.
- 7
A run ends when the circuit is completed, with the goal being the fastest time; players see their result and are prompted to replay to beat their own record.
- 8
All players compete on the same circuit for a seasonal leaderboard, with top seasonal scores earning a pass to an in-person finale in Paris, where placement determines prizes ranging from a lifetime Fitness Park membership and gaming PC for first place down to a one-month membership and merchandise for seventh and eighth place.
- 9
Streamers can apply separately via a landing-page form for a subathon format, receiving a brief, assets, the map code and an overlay; each circuit a streamer completes live triggers a wave of gifted subscriptions from Fitness Park to their community.
- 10
Viewers can join a Discord community linked from the landing page to follow weekly content unlocks over a six-month schedule and a rotating weekly lineup of subathon streamers.
Objective
Fitness Park wanted to reach 15- to 30-year-olds on their own turf instead of lecturing them about screen time, and to retire the tired "gym vs. controller" split by showing gamers they already have the reflexes and progression mindset fitness training rewards. The campaign also aimed to funnel Gen Z engagement from Fortnite into real physical activity and, ultimately, into a Fitness Park club.
Solution
Players drop into a tycoon-style island and run a loop of six digital challenges — sprints, parkour, balance and reaction tests — each one capped off by a 30-second bodyweight exercise like push-ups, squats, lunges, planks, mountain climbers or burpees, no equipment needed. Clearing the loop, which takes about 15 minutes in total, pays out tokens the player spends building up their own virtual Fitness Park: strength, cardio, endurance and balance zones, plus bonus perks like a cryolounge or hydromassage station. The goal is to beat your own best lap time, with top seasonal runs qualifying for a live grand-final event at a Fitness Park club in Paris. Streamers ran a linked Twitch subathon where every lap they completed in-game triggered a wave of subscriptions the brand gifted to their community.
Results
Sources
The campaign's Twitch subathon drew 876,000 views in its first two weeks.
