Case study
Basic-Fit
RETAIL, FITNESS, COMMUNITY, TIKTOK
In 9 months, Socialsky transformed Basic-Fit into one of Belgium's most engaging fitness brands on TikTok, creating an inclusive community of 43,700 followers that breaks the intimidating codes of the fitness world.
Context
Basic-Fit, Europe's leading fitness operator with over 1,300 clubs, wanted to launch its presence on TikTok in Belgium to reach Gen Z. Gyms are often perceived as intimidating spaces, reserved for confirmed athletes. Basic-Fit wanted to break this perception and show that sports are accessible to everyone, without judgment.
Challenge
TikTok imposes its own codes: authenticity, entertainment, speed. For a fitness brand, the risk was twofold: falling into generic motivational content or perpetuating the intimidating image of the fitness world.
The stakes were:
- Create an engaging TikTok account from scratch in a saturated fitness market
- Speak to Gen Z by breaking stereotypes related to "gym intimidation" (the anxiety felt in the gym)
- Produce content that naturally blends into TikTok feeds, without looking like advertising
- Build an authentic community around values of inclusion and positivity
Solution
Socialsky built Basic-Fit's TikTok strategy around a key character: Baggy, the brand's famous orange mascot.
Baggy became the quirky and benevolent guide who accompanies members in their fitness daily lives. Shot on iPhone to mimic TikTok's organic style, the content showcases gym situations that everyone can relate to: awkward stares, failed exercises, small daily victories.
Humorous sketches that demystify fitness, on-the-spot interviews in the gym that create closeness, featuring real members who share their personal definition of sport. Each video is designed to blend into the TikTok algorithm. The best-performing videos are then amplified via Spark Ads to maximize reach while preserving the organic feel of the content.
Results
Over 9 months (April to December 2025), Basic-Fit Belgium went from 0 to an established TikTok community. Visibility: 11 million organic views, 43,700 followers (account launched in April 2025), 272,000 total interactions. Engagement: 2.47% average engagement rate, 110,000 likes, over 10,000 comments. Recognition: Winner of the IAB MiXX Award 2025 in the "Digital Campaign Social Media" category.
11M
Organic views
43,7K
Followers
272K
Total interactions
2,47%
Engagement rate