Samsung & Basic-Fit are joining forces to make the Netherlands and Belgium healthier

Schiphol, May 7, 2024 – Samsung Electronics Benelux and Basic-Fit are entering into a striking collaboration to inspire young athletes to live an even healthier life. Sports enthusiasts will soon be able to do a gamified workout in Basic-Fit with Samsung’s Galaxy Space Squat. For this campaign, which lasts nine months, it was decided to work with Cheil Benelux after a pitch.

How can we get Basic-Fit members to exercise more in an innovative way and at the same time introduce them to Samsung’s innovative technologies? Creative agency Cheil Benelux came up with an innovative concept: a traveling in-store workout experience that challenges squatting athletes in an interactive game, at 36 locations in Belgium and the Netherlands.

Daily sporty life
Gen-Z loves Basic-Fit. A large part of Basic-Fit consists of young athletes. With more than 1,500 branches throughout Europe. Basic-Fit wants to “make fitness basic” by being part of the daily routine of young people. Samsung is also part of the daily lives of the new generation of athletes: check the number of steps on your Galaxy smartphone, measure your heart rate with a Galaxy watch, listen to your workout playlist with your Galaxy buds, all of this is possible with these Samsung devices. smooth and easy.

Gamified workout
Basic-Fit has already taken steps towards more gamified workouts, where athletes remain challenged. Samsung’s innovations will play an important role in this in the near future. Put on your Galaxy Watch6, stand under that barbell and squat your way with a virtual Galaxy Spaceship through a level full of obstacles and challenges. The sports and body features on the smart watch certainly help you train more intensively and efficiently. Don’t forget to challenge your friends to burn those muscles together! All performances can be followed and shared on the screens in the clubs, in the Basic-Fit app and on social media. And who knows, you might win a new Galaxy Watch6!

Maurice Ridder, Head of Retail Media | Basic Fit
“We are very happy with this collaboration. We felt from moment one that we can combine all our touchpoints and help each other achieve our goals. Samsung is the first to provide us with the first in-club activations. In addition to this activation, Cheil Benelux created a campaign in which Samsung is present in a very natural way on our screens, socials, audio and in the Basic-Fit app for all clubs in the Netherlands & Belgium!”

Gerben van Walt Meijer, Marketing Manager Mobile eXperiences | Samsung Electronics Netherlands
“Samsung uses technology to make everyone’s lives easier. We do this by fully focusing on innovation, also within the sports world. We have already made our mark with Olympic athletes who performed better thanks to our innovations. This summer we will once again support the Olympic Games in Paris as one of the main sponsors. With this dynamic, virtual squat challenge, we are giving a whole new generation of athletes the opportunity to get to know our products and thus live an even better and healthier life. Basic-Fit is the perfect partner for that.”
 
About Samsung
Samsung Electronics inspires people and creates the future with innovative ideas and technologies. The company is redefining the world of TVs, smartphones, wearables, tablets, home appliances, networking systems, memory, system LSI, foundry and LED solutions, offering a seamlessly connected user experience through its SmartThings ecosystem and open collaboration with partners. For the latest news, visit the Samsung Newsroom at http://news.samsung.com/nl.

About Basic-Fit
With more than 1,500 clubs, Basic-Fit is the largest fitness provider in Europe. The company operates in six countries and has more than 4.05 million members. Basic-Fit operates a simple membership model and offers a high-quality, value-for-money fitness experience that appeals to the fitness needs of all people who care about their personal health and fitness.

About Cheil Benelux
Cheil Benelux is a creative agency that is always on the move. Based on the sacred belief that only creativity can really make brands grow, Cheil works integrated at the intersection of creativity, commerce and technology. Based in Amsterdam, with extensions at Schiphol and Brussels, Cheil works for brands that are challengers or feel like they are, with Samsung as its largest customer. Cheil Benelux is part of the Cheil Worldwide Network.