18 Oct 2021

By: Sport Industry Group

Wattbike, the original smart bike manufacturer, has launched its first major brand campaign to challenge penthouse-perceptions of home cycling, as it pushes its beginner-to-superstar credentials to a wider home fitness audience.

The ‘For Real Athletes’ campaign, which launches with a TV spot created by MATTA and produced by Spindle, introduces us to a world of determined everyday and professional athletes, finding unique ways to integrate Wattbikes into their lives and routines to achieve their fitness goals.

Wattbike has been the mainstay of professional conditioning programmes for a long list of elite teams and performers around the world over the last 10 years. But, the pandemic has also driven a new consumer to indoor cycling - one that doesn’t strive to reach the pinnacle of performance but simply wants to use the very best bike at home to fast track their fitness.

Serving up a very British antidote to a category awash with pristine portrayals of home fitness, Wattbike’s campaign shows real people working out after a long shift, squeezing in a session before breakfast or on daddy-duty and whilst borrowing an ironing board as a makeshift laptop stand. We also see Wattbikes in the All Blacks training camp - to whom they are the official performance bike supplier - as a nod to how much they’re loved by sport’s most successful performers, as well as everyday athletes.

And in golden moments, that will be entirely relatable to millions of serious home fitness enthusiasts, we see waistbands being unceremoniously hiked up, shorts being released from the saddle trap and household distractions being drowned out to acknowledge that the road to fitness perfection isn’t always perfect.