Proposal
Brand Activation
Prepared for BENLEE | April 2026
The Opportunity

Run clubs onboarded millions of people into running. They didn't sell shoes or performance plans. They created a place where it felt safe to start. A weekly ritual, a community, a reason to show up. The sport grew because the on-ramp got easier.

Boxing doesn't have that yet. The gyms are intimidating. The culture is closed. There's no brand building the bridge for beginners. That's the gap.

BENLEE can be the brand that opens the door. Weekly free training sessions at real boxing gyms. A safe place to start. The on-ramp into combat sports that doesn't exist yet. Run clubs did it for running. BENLEE does it for boxing.

The Plan

Launch, prove, scale

One launch event sets the tone. Weekly community sessions in Düsseldorf nail the blueprint. Then we scale city by city until end of year.

May / June 2026
Launch Activation
€12,500

The Event

  • Full branded activation at first partner gym
  • Open training session with selected fighters
  • Community invited, ambassadors present
  • BENLEE product on-site, in use, visible

The Production

  • Professional photo + video crew
  • HQ campaign visuals for the new brand identity
  • Hero content for social, web, and paid
  • Raw documentary BTS footage

The Output

  • Hero visuals establishing "Fight For More" look
  • Campaign assets across all content hubs
  • Ambassador onboarding content
  • Foundation for the entire brand narrative
Month 1-2
Düsseldorf Blueprint
€3,000/mo

Every week, a free BENLEE training session at a partner gym. Every session captured by a creator. Content published, community grows, repeat.

1
Session
Free weekly training at partner gym, trainer-led, BENLEE-branded
2
Creator Captures
1 creator on-site every session. Recaps, portraits, behind-the-scenes.
3
Content Published
Reels, stories, carousels. Raw, documentary-style, smartphone-native.
4
Community Grows
More people show up, more stories to tell, more reach for the brand.
↻
Repeat
Next week, better. The flywheel compounds.

Düsseldorf is the proving ground. 2 months of weekly sessions. Every session produced. In parallel, we build the UGC flywheel: incentivize attendees to capture and share their own experience so content flows even without a creator on-site. That's what makes scaling work.

€750
Per activation
4
Sessions per month
1
Creator on-site per session
2
Months to nail the blueprint

Scale the blueprint

Once the format is proven, we produce every second session, cutting the per-city cost from €3,000 to €2,250/month.

Produced Session · €750

  • Creator on-site, full content output
  • Reels, stories, carousels, portraits
  • 2x per month per city at scale

Non-Produced Session · €375

  • Session runs, no professional creator
  • UGC flywheel covers the event instead
  • 2x per month per city at scale

Every session, produced or not, is designed to generate content. We incentivize attendees to capture and share their experience. Hashtag prompts, photo moments, story templates. The community becomes the content engine. The creator sessions set the standard, the UGC sessions sustain it.

Option A
Month 3-8
Focused Growth — 2 Cities
€4,500/mo

After the blueprint, we expand into one additional city. Two markets running in parallel, each with a local gym partner and creator. Tight, controlled, fully optimized before going wider.

Month 1-2
1 city
€3K/mo
Month 3-8
2 cities
€4.5K/mo
2
Cities by December 2026
8
Sessions per month at full scale
€4,500
Per month at scale
100%
Sessions generate content (produced or UGC)
Option B
Month 3-8
Full Scale — 4 Cities
€2,250/city/mo

Same blueprint, replicated city by city. A new city every 1-2 months until four markets are running by year-end. Maximum reach, maximum content output.

Month 1-2
1 city
€3K/mo
Month 3
2 cities
€4.5K/mo
Month 4-5
3 cities
€6.75K/mo
Month 6-8
4 cities
€9K/mo
4
Cities by December 2026
16
Sessions per month at full scale
€2,250
Per city per month at scale
100%
Sessions generate content (produced or UGC)
Investment
Option A — Focused Growth

2 Cities

Launch activation + 8 months of community building, scaling from 1 to 2 cities.

€41,000
Full year, all-in
€12,500
Launch Activation
Partner gym event + production
€6,000
Düsseldorf Blueprint
2 months, 8 sessions
€22,500
City Scaling
5 months, 2 cities

Monthly Breakdown

Month Cities Sessions Cost
May Launch event 1 event €12,500
June Düsseldorf 4 €3,000
July Düsseldorf 4 €3,000
August Düsseldorf + City 2 8 €4,500
September 2 cities 8 €4,500
October 2 cities 8 €4,500
November 2 cities 8 €4,500
December 2 cities 8 €4,500
~48 sessions €41,000
Option B — Full Scale

4 Cities

Launch activation + 8 months of community building, scaling from 1 to 4 cities.

€54,500
Full year, all-in
€12,500
Launch Activation
Partner gym event + production
€6,000
Düsseldorf Blueprint
2 months, 8 sessions
€36,000
City Scaling
6 months, growing to 4 cities

Monthly Breakdown

Month Cities Sessions Cost
May Launch event 1 event €12,500
June Düsseldorf 4 €3,000
July Düsseldorf 4 €3,000
August Düsseldorf + City 2 8 €4,500
September Düsseldorf + City 2 + City 3 12 €6,750
October Düsseldorf + City 2 + City 3 12 €6,750
November + City 4 16 €9,000
December 4 cities 16 €9,000
~72 sessions €54,500
€750
Produced session. Creator on-site, full content output.
€375
Non-produced session. Event runs, no creator. Half the cost.
€2,250
Per city per month at scale. 2 produced + 2 non-produced sessions.

No long-term lock-in. We start with the launch event and Düsseldorf. If the blueprint works, we scale. If it doesn't, we fix it before spending more.

Output

What you get

Based on ~20 attendees per session and 1 launch event. Quantities shown for both scaling options.

Output Option A Option B How
Produced Content
HQ reels ~18 ~26 1 per produced session
HQ carousels / photo sets ~18 ~26 1 per produced session, portraits + session recaps
Stories / BTS ~36+ ~52+ 2+ per produced session
Launch event hero content 1 set 1 set Full HQ production: campaign visuals, video, ambassador content
UGC (all sessions)
Attendee-generated posts ~240-480 ~360-720 5-10 UGC pieces per session
Story tags / mentions ~350+ ~500+ Incentivized sharing, hashtag prompts, story templates
Community & Data
IRL consumer touchpoints ~960 ~1,440 Sessions × ~20 avg. attendance
Unique community members ~350-500 ~500-700 Accounting for repeat visitors
Gym partnerships established 2+ 4+ 1 per city, potential for multiple per city over time
Ambassador pipeline ~12-20 ~20-30 Standout participants identified across all cities
Option A
70+
Produced content pieces
350+
UGC pieces from attendees
960+
IRL consumer touchpoints
2+
Gym partnerships
Option B
100+
Produced content pieces
500+
UGC pieces from attendees
1,440+
IRL consumer touchpoints
4+
Gym partnerships