Making Science

Spotify wants you to get fit with HIIT in its latest campaign

Tyrone Stewart


Spotify has teamed up with some of the popular podcasters on its platform to launch a microsite dedicated to getting moving across the UK and Ireland.

Spotify Pumped creates free personalised high intensity interval training (HIIT) workout experiences for both Spotify and non-Spotify users. Fitness lovers are able to create their own workout by answering questions about where they will be working out, the intensity level they’re looking for, and the kind of music they would like to motivate them. They can also choose from podcasters including Tolly T, Tazer Black, Dani Dyer, and Niall Breslin to ‘coach’ and provide encouragement during the workout session via voice over recordings.

The playlist created by Spotify will match the length of the workout – which can be seven minutes, 14 minutes, or 21 minutes – and users will be guided by animated trainers showing them how to correctly do the exercises.

“We’re so excited to announce the launch of our new personalised fitness experience that brings together your favourite music with tailored workouts – something that you can’t get anywhere else,” said Olga Puzanova, UK Marketing Director at Spotify. “As we were forced to spend more time indoors this year and started getting creative with the ways we work out, we thought about fun new ideas to inspire all the fitness lovers out there to put their trainers on, have fun and get moving in the safety of their homes. And the best part is that you don’t have to be a Spotify user to enjoy this experience, everyone is welcome to the Spotify Pumped party.”

To support the launch of the microsite, Spotify has launched a marketing campaign across the UK and Ireland featuring lines such as ‘HIIT Me Baby One More Time’ and ‘Dip Low to Diplo’. These ads have been placed along popular running routes, inside gyms, within apps like MyFitnessPal, online, and across social media. The campaign will run until 12 October.