For this brief we flipped the traditional fitness advert on its head, to show the ‘real’ side of getting and keeping fit around other commitments, how life gets in the way - and how not everyone has the perfect, home built gym in which to train. The ‘raw’, humorous presentation of fitness as something that is certainly not pretty, or perfect reflects the lives of our ‘Real Athletes’ - who prioritise their fitness and will go to great lengths to ensure they are able to fit it into their lives.

Serving up a very British antidote to a category awash with pristine, Peloton’esque 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 as a nod to how much they’re loved by sport’s most successful performers, as well as everyday athletes.

Essentially if you are serious about your fitness and want to invest in a lifetime of fitness gains, then anyone who chooses a Wattbike can consider themselves a ‘real athlete’.