Former Gymbox directors, Marc Diaper and Rory McEntee (now respectively CEO of Fitness First UK and chief marketing director of GymNation) have gone head to head in marketing campaigns inspired by the London phone thefts, pitting their wits against each other.

Following a recent ad campaign by Dubai-based fitness chain, GymNation, in which Londoners are encouraged to take a flight to Dubai for a self-defence retreat, Fitness First UK has come back with a series of ads placed beside Gymnation’s billboards.

Gymnation launched the London billboard campaign last week, which read: “Sick of phone thieves, London? Escape to Dubai’s exclusive self-defence retreat. Scan quick before your phone gets nicked.”

Giant billboards were placed in phone theft hotspots, as well as guerilla posters in Soho and advert bikes in Oxford Street, promoting Gymnation's self-defence retreat which runs once a week in Dubai until Christmas.

Fitness First has responded with ads on vans next to the billboards saying: “Londoners: We’ve got you! Fight – no flight.”

In a statement, Fitness First said: “while the message is a playful marketing response, the subject itself isn’t a joke. Phone theft and the associated violence that goes with it can cause real trauma and has become a burning issue in the capital.

“Despite recent headlines, London continues to rank among the world’s top 15 safest major cities and with 70 per cent of Fitness First clubs located in the square mile, we will support members where they live and train.

“Fitness First’s campaign aims to reassure Londoners, not frighten them, while also reminding them that self defence classes can be found on their doorstep, without having to take an expensive flight.”

Diaper says: “The UK capital is a part of the fabric of Fitness First. As one of the most iconic gyms in London, we want Londoners to know that we have got their back. This city isn't flawless, but it's a global leader. It's resilient, iconic and full of possibility. We're here to support the people who train in the best city in the world and if you want to fight, you don't need a flight.”

Before Gymbox was acquired by Urban Gym Group in October 2024, it was renowned for its witty marketing campaigns, with Marc Diaper at the helm as CEO and Rory McEntee as brand and marketing director.

Since joining Gymnation McEntee has hit the headlines for removing weights from the gym floor in honour of World Mental Health Day as well as ice workouts in the height of Dubai's summer.