Have you ever thought about how your workout might be transformed into a good cause? How by participating in a cutting-edge exercise routine, you would not only build your muscle, get some fresh air, but mainly you would help people in need? Well, McCANN Colombia has all the answers.

Along with Step Ahead, one of the largest gym chains in Colombia, they brought bulking up to a completely new, and socially beneficial level. Most people want to help others and do something for the community, but unfortunately are too busy with work, family, or with tackling various other problems. So, Step Ahead came up with a way of being selfless while still having time to take care of ourselves: Titans Boot Camp.

The boot camp not only combines hard work with and doing social good, but it also represents an ultra-fitness training program that mixes up the top-class exercise routines with a chance to help people in need. The participating gym members join the program, which partners them with various NGOs, and then use their longing for a healthy lifestyle during activities such as home rebuilding and construction, farming, recycling, or garbage collection.

Alberto and Andrés Gaitá started the first fitness studio of personalised training in Columbia in June 2006, after studying Business Administration and Fitness in the United States. Nowadays, with 12 locations in Bogota and 1 in Cartagena, Step Ahead provides several innovative training options for all types of people, from great athletes to the most sedentary ones. Their military training is designed to take their customers’ bodies to the limit.

By combining such specific muscular, and very demanding work with a high cardiovascular load the brothers conceived a solution for the ones who want to stay in shape, but who also desire to help those who need it the most. During the Titans Boot Camp, the volunteers exercise by building houses for families living in poverty. Instead of lifting weights in our gym they help ‘recyclers’ that live on the streets with their super-heavy loads, and even workout while helping to prepare harvest on small farms in Columbia.

Do you think you have what it takes to participate in such a workout? As one of the volunteers suggested in the case video below: “I didn’t expect it to be so difficult, I don’t know how they do it every day.” The Titans Boot Camp is just a great way of inspiring people in shape to volunteer and, most importantly, to connect with other people’s realities. Lastly, as you can see in the video below, it also assists NGOs to find the ideal volunteers.


Client: Step Ahead Fitness Studio
Agency: McCANN Colombia
CCO: Samuel Estrada
ECD: Alejandro Bermúdez
Creative Directors: Andrés Salamanca, Alejandro Salamanca and Daniel González
Copywriters: Andrés Salamanca, Alejandro Chaves and Julián Triana
Art Directors: Alejandro Salamanca, Alexánder Barranco and Andrés López
Production Companies: Direktor Films and Akira Films
Executive Producer: Maria Palau and Aura Jaramillo
Film Director: Rafael Martínez and Sebastian López
Audio Production House: Laika
Client service: Santiago Camacho and Cristina Trujillo
Client Approval: Beto Gaitán and Andy Gaitán