GymNation removes weights from gyms to mark World Mental Health Day
GymNation has removed weights from several of its UAE and KSA locations as part of a World Mental Health Day initiative aimed at encouraging members to focus on their mental wellbeing.
The campaign, launched on 10 October 2025, replaces traditional physical training spaces with opportunities for ‘reflection and conversation’.
Images shared by the fitness chain showed empty weight racks, dumbbells stacked outside gym entrances, and informational signage explaining the gesture. The decision forms part of a partnership between GymNation and mental health organisation Sage, which is offering dedicated ‘mental fitness’ classes across selected gyms.
According to Rory McEntee, chief marketing officer at GymNation, “the only weight we want people to lift is the weight off their mind.”
He added: “For World Mental Health Day, we wanted to do something with maximum impact to encourage people to think about their mental health, as well as their physical health. Unloading all the weights on the gym floor caught their attention, and in partnership with Sage we want to encourage gym users to ‘unload’ and remove the weight off their mind with one of our dedicated mental fitness classes.”
The classes combine familiar physical workouts with mental health discussions led by experts from Sage. Participants can join themed sessions such as HIIT, Dance, and Bodypump, followed by a mental health talk and Q&A. GymNation members will also receive access to discounted personal consultations with Sage specialists.
Dr. Gurveen Ranger from Sage said: “We loved GymNation’s bold idea to ‘take the weight off’ this World Mental Day. It’s a significant moment in the calendar, with people all over the world doing different things to prioritise mental health. While physical fitness is crucial for mental health—providing a natural boost to mood, reducing symptoms of depression and anxiety, and improving self-esteem and cognitive function—it’s the perfect time to remind people about the importance of talking, or unloading, to support their mental wellbeing.”
Our Take
GymNation’s decision to turn its gym spaces into symbolic reminders of mental health represents a shift toward experiential awareness campaigns seen in Virgin Active’s ‘Mind Your Fitness’ series, which paired mindfulness sessions with workouts.
Unlike campaigns that primarily use storytelling or influencer partnerships, GymNation’s approach physically alters the workout environment, drawing direct attention to the balance between physical and mental strength.
By removing weights rather than adding new products or programmes, GymNation uses absence as its communication tool, keeping the message simple but effective.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.
Published on: