BOX IQ

THE BRIEF

THE STORY.

BoxIQ is an elite boxing gym and fitness centre that focuses on intelligent boxing training and promotes a holistic approach to becoming a fighter. Rather than chasing the high-energy, loud-music aesthetic common in the Dubai fitness market, BoxIQ positions itself around discipline, technique and community — offering tried-and-tested training methods rooted purely in the sport of boxing while fostering a family atmosphere that keeps members coming back. Grassroots works in close alliance with BoxIQ to translate that philosophy into compelling digital content. Our creative team spends regular time on-site at the gym, shooting training sessions, pad work sequences and member stories that capture the intensity and camaraderie of the space. The content is designed to feel authentic rather than overly polished, reflecting the grit and focus that define the BoxIQ experience. On the paid media side, we actively run targeted advertising campaigns to boost gym memberships through Meta and Google Ads, using location-based targeting and interest segmentation to reach fitness-minded audiences across Dubai. We test and iterate on ad creative continuously, cycling between video testimonials, trainer spotlights and class-format explainers to identify what drives the strongest conversion rates. Alongside the membership campaigns, we collaborate with some of the best boxers in the world — athletes who train at the facility — to produce high-profile content that raises the gym's visibility and attracts attention from both the boxing community and the broader fitness audience. The combination of authentic storytelling, strategic paid media and high-calibre talent partnerships has established BoxIQ as one of the most talked-about specialist gyms in the city.