THE JOURNEY
A next-generation group fitness event where brands become part of an immersive experience.
From silence to euphoria. From movement to meaning.
The Journey transforms group fitness into a live, emotional and cinematic story where every sense, beat and breath connects people.
A fitness experience like you’ve never felt before!
Everything is fully synchronized: music, visuals, lighting, scent, and storytelling enhance each other.
Lighting design: Dynamic lighting that follows the energy of the workout (from soft & meditative to fast & explosive).
Visuals & gamification: Motion graphics that amplify movements and draw you into immersive landscapes.
Sound design & voice-over: Storytelling and tension between transitions make you feel part of the story.
THE CONCEPT: “FROM CALM TO COLLECTIVE EUPHORIA”
This isn’t a workout. It’s a movement.
The Journey blends the energy of a festival with the depth of mindfulness.
Across evolving phases, participants move through sound, light, scent and emotion. guided by world-class instructors, SOUND, LIGHT, VISUALS and storytelling.
WHY BRANDS JOIN?
THE RISE OF EXPERIENCE-DRIVEN FITNESS
Group fitness events rated 9/10 on motivation & experience
45,000+ visitors to Les Mills Live 2023 (sold out in 48h)
HYROX >250,000 participants expected in 2024
Partners like Puma, Red Bull, WHOOP, Gymshark join for community & content impact
The next wave of fitness.
Audiences don’t just want workouts, they want experiences that move them.
The Journey gives brands access to a high-impact space where movement, music and meaning collide.
THE JOURNEY PRESENTS:
AWAKENING
A multisensory morning experience that awakens both body and mind.
More than just a group class, Awakening blends breathwork, mindfulness, sculpting movements and electronic MUAIC into one seamless flow.
Every element, from soundscapes to visuals, light, and scent is perfectly synchronized to create a fully immersive journey.
1. Psychology & Mindset
• Psychological reset through positive affirmations and collective focus
• Immersive storytelling: voice-over, sound design, and lighting in sync with emotion
2. Breath
• Guided breathing exercises and body awareness
• Immersive layers of lavender and wood scents, visuals and lighting aligned with the rhythm of your breath
3. Movement
• Flow and mindful sculpt movements
• Immersiveness through synchronized motion, rhythm, visuals, and spoken word
4. Music
• An electronic sound journey
• Hypnotic beats that build collective energy and trance-like focus
• Music drives the light and visuals, building intensity and emotional release
5. Immersion
• Full integration of all senses: scent, light, visuals, and interactive elements in every phase
• A synchronized experience where all elements amplify one another, transporting you into another world
SPONSORSHIP OPPORTUNITIES. Visibility that moves people — literally.
BECOME PART OF THE EXPERIENCE
Where brands don’t just appear , they participate.
Together, we co-create moments that move people.
| Option | Brand Integration | Example |
|---|---|---|
| Immersive Integration | Co-branding on LED visuals and show assets; voice-over mentions; inclusion across hero content and aftermovie. | “The Journey powered by [Brand]” |
| Product Integration | Your products integrated into the experience flow (design gear, scent, hydration, recovery). | Mats, dumbbells, essential oils, functional drinks |
| Experience Zone | Branded post-workout activation: recovery lounge, smoothie bar, photobooth, sampling. | Smoothie bar, photobooth, breathwork reset corner |
| Content Collaboration | Curated placement in take-home kits or digital follow-ups to extend brand touchpoints. | Wellness & lifestyle products, exclusive codes |
THE AUDIENCE: “URBAN, HEALTH-DRIVEN”
Profile:
Age: 25–40
Mindset: Health-conscious, creative, socially connected
Lifestyle: Boutique gym member, festival-goer, early adopter
Motivated by: Connection, authenticity, atmosphere
Social media active: Shares every moment
THE VENUE: AMAZE
WHERE ART, TECHNOLOGY & MOVEMENT COLLIDE
Hosted at AMAZE Amsterdam, the city’s most immersive cultural venue by the creators of ID&T.
A multi-room experience centre where light, sound and visuals merge to transport visitors into new dimensions, reimagined for fitness.
Venue stats:
IMMERSIVE LED screens
cutting-edge sound systems
mesmerizing light displays
a raw, industrial ambiance
15 mins by bike from Amsterdam central station
The perfect stage for an event that fuses fitness, technology and emotion
REACH & EXPOSURE
6 months total (January–July 2026)
The Journey unfolds as a six-month trajectory with continuous visibility across multiple channels.
Influencer Launch Event - January 2026
Pre-event at AMAZE Amsterdam
20–30 creators & press, first content wave
THE EXPERIENCE - February – July 2026
2 classes every Monday morning
On-site audience + live filming moments
Digital Campaign - JANUARY – July 2026
Paid & organic reels, teasers, behind-the-scenes, aftermovies
CONTENT POSTED BY PARTICIPANTS AND TRAINERS
Continuous impressions + engagement growth
±2,400 total participation moments (2 classes every Monday morning) 6-month series
± 50+ influencers, presenters & creators involved
Each event filmed with cinematic production for reuse in digital campaigns
Venue: AMAZE Amsterdam, 300+ capacity, creating both physical and digital impact
The Journey isn’t a one-off event, it’s a six-month series of 26 high-end experiences designed to build lasting awareness and engagement.
Facts & Figures
± 2,400 total participation moments across all sessions
150K–200K online impressions (organic + content)
Duration: 6 months of visibility, activation & content production
Audience: urban, health-driven, 25–40 years old
BREAKDOWN
Participants
± 2,300 total participation moments
~40% share a story or post → 320–400 people posting per event
200–300 views per story/post → ± 80,000 organic impressions
Presenters / Trainers
Average 10K followers per presenter
Adds ~5,000–10,000 extra impressions per month
Professional Content
Hero video, aftermovies, TikTok/Instagram snippets: 20K–50K views over 6 months
Distribution through NXT Museum / AMAZE channels (+60K followers) → additional reach
Shared content adds 30K–50K extra impressions
Total estimated reach (6-month cycle):
150K–200K online impressions
2,300 physical touchpoints / participation moments
The Journey project team
-
Bibi van der Heide
• Event & Project Manager: specialist in large-scale live, hybrid & brand activations
• Collaborated with brands such as: ID&T Playground, bol.com (Lowlands), Tomorrowland,, Rituals, Google, Nike, Albert Heijn
• Immersive, high-impact experiences that connect brands and audiences
• Brings production excellence & high-energy execution to every project
-
Dennis Baffoe
• Founder - Group Class Heroes: Master Trainer & Presenter for Basic-Fit, Saints & Stars, Experienced event host & concept creator
• Co-founder - Global Music Branding: shaping music productions for leading brands
• Commercial strategy, media & entrepreneurship: (RTL Nederland, SLAM!FM, Mediaplanet)
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Nathalie Wittendorp
• Social Media Marketeer: specialist in digital storytelling, influencer collaborations & content strategies that drive engagement
• Leading social media presence across multiple European markets, growing brand communities with authentic and impactful campaigns
• Passionate about connecting brands with audiences through creative, data-driven social media experiences
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ROWAN VROMEN
• Business Development Lead: specialist in relationship management, new business growth & commercial strategy
• Experienced in driving acquisition, managing key partnerships, and creating long-term client value across fast-growing consumer markets
• Passionate about connecting people with innovative concepts like The Journey through clear communication, collaboration and meaningful engagement
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Thomas de Haas
• Designing high-impact marketing and communication initiatives that actively grow engagement
• Experienced in complex sales cycles, and building long-term client relationships.
• Passionate about connecting customer insights with strategic brand communication to create impactful, data-driven marketing experiences.