Disruptive Marketing Innovation

Individual Report

01/05/2025/Ian Tobosei/Leave a comment

Student code – 202327272

Figure 1

The day I almost quit the gym, What Changed my mind?

My Personal Journey

In my young teenage ages, I was an energetic athlete taking part in several sports including football, athletics and tennis. This was seen as fascinating in the eyes of people in my age group. I was thriving and even having periods of going on trial at big football clubs such as Crystal Palace which got me a two-year period at the football club.

Until…

A young me got his priorities all wrong and fell in the path where football wasn’t a priority, and the focus was on having fun which led to my release at the football club. Fast forward few years later and I find myself in the University of Hull studying Marketing which I have a passion for. After all those years I saw myself not exercising or doing any physical activity and my new flatmate encouraged me to take part in a run one morning.

The breaking point:

It was a cold morning in Hull, and I stood outside the running track, my breath was visible in the air which made me debate whether to go back to my warm room with a Hot chocolate by my bed side. As soon as I set off for the run, the spark was gone with every inch if my body in agony, but I kept going and refused to stop. After the difficult run a switch flipped in my brain. I wanted to change my body and improve my life.

The turning Point:

When I wanted to begin my new fitness journey, I was looking at information to increase my motivation. The benefit lists looked bright including 150 minutes of intense exercise reduces the risk of cardiovascular disease by 20-30% in young adults (World Health Organization 2023). In addition, a UK fitness report was published explaining how 19% of gym goers ages 19-24 are 30% more energized linking to their mental wellbeing (Pure Gym UK report 2024). This information was a huge relief as in this period my mental wellbeing was in an all-time low with family stress and life hitting like a brick. I saw this as an opportunity to escape this feeling and an additional benefit of being able to improve my physical health also. This made me see that I can gain a joy in each gym session rather than focusing solely on solo workouts.

Table 1: Summary of Gym Effects

Aspect	Pros	Cons
Mental	Boosts mood and reduces stress: Exercise releases endorphins, improving mental health by 20-30% (NHS, 2022). Enhances focus and memory, which aides academic performance (ACSM, 2024).	Can cause initial overwhelm: Gym intimidation affects 8% of young adults, leading to anxiety (Pure Gym, 2024). Overtraining may lead to burnout or low motivation.
Physical	Improves strength and longevity: Resistance training increases muscle mass by 15-20% in 19-21-year-olds (JSCR, 2022). Reduces chronic disease risk by 20-30% (WHO, 2024).	Risk of injury: Improper form can cause strains or sprains, especially for beginners. Time-intensive: 150-300 min/week needed for optimal results (NHS, 2022).
Social	Fosters community: Group classes boost adherence by 26% due to social bonds (Sport England, 2024). Great for networking, especially for students studying abroad at Hull University.	Potential for comparison: social media or gym culture can lead to self-doubt. Crowded gyms may feel isolating for shy individuals, especially during peak hours.

The Game Changer: The rediscovery of fitness through friends and the community –

I started my journey on my own and it benefited me hugely with minor progress made. However, I felt there was a small spark that I wasn’t finding the enjoyment that I was looking for which led me to start going with my friends within the gym community. My first group session was a spin class which in my head I thought it was for people way out my age range. This session changed my whole perception of gym, it wasn’t just lifting heavy weights and looking at yourself in the mirror. The pulsating music and the instructor’s constant energy reignited the young side of me that I have never felt. Unlike my solo sessions, I felt a sense of happiness in the gym. A study was conducted in 2024 (Sports England 2024) where they found that group exercises boost adherence rates by 26% in comparison to solo workouts. After this first session with people from the university and the public I made sure it fitted in my busy schedule. It was an amazing experience as I made connections from people over the country and international students, which got me out of my comfort zone which I didn’t know I would have been able to do. It was no longer just exercise sessions it was building connections which boosted my mental health, and I saw myself happier and more energetic every day.

Creative solutions:

The road to being a gym goer was a real test and a real mix of trying new things which meant experimenting with new ideas and routines. These are the main strategies that I feel can keep another aspiring gym goer like me.

Cross-Training: As a young man myself I thought the best way was to do endless weightlifting and looking muscular. This was my idea of things till I got myself involved with spin classes, yoga and outdoor running as it improves overall fitness and builds endless number of connections with new people.

2. Gym social influencers: They play a significant role in supporting new gym goers by offering motivation and guidance. This is especially through showing workout routines and nutritional advice. I felt an emotional connection especially with MattDoesFitness as he is an engaging and enjoyable content creator mostly aimed at young enthusiasts.

No procrastination, Start your fitness journey today!!

1.The ultimate beginner’s guide to the gym | Blog | Fitness First

2.8 Tips Before Your First Spin Class | Gateway Region YMCA Blog

3.Nationwide Gym Chain, The Gym Group, Launches Dial-A-PT Hotline For January Fitness Motivation – Sustain Health Magazine

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