'Losing It Makes You Stronger' as Björn Borg Opens Rage Gym for Angry Swedes

Swedish people are known for holding their feelings back, which studies show can be bad for our health. Now, Björn Borg is opening a rage gym where Swedes can let the adrenaline pump and release their anger by slamming doors and flipping tables. First out to try this is a group of people who seem to never lose control, but probably need to – parking attendants and librarians. Behind the campaign is Nordic creative agency NORD DDB.

It’s good to be a person who never lashes out or loses control, at least that’s what society says. But is it really healthy to go about our days suppressing everything negative that comes our way? Not according to science. In fact, studies show one of the most effective ways of letting go of anger is by exercising. Even better, your adrenaline can provide exercise with an extra edge for you to be more. That’s why the Swedish sport fashion brand, Björn Borg, has opened up a rage gym where people can experience 'Ragefulness'. To make sure the visitors get the adrenaline pumping they will be coached by the “provocative trainer” Jenny Adolfsson.

"We want to inspire people to exercise. Our rage gym is for people that need to let their energy out in more expressive ways. Furthermore, after an intense workout, our brain releases chemical messengers that makes us feel a rush of happiness afterwards. Hence, with exercise the feeling of anger can be replaced with joy" says Emma Bengtsson, brand communications manager at Björn Borg. 

"As an underdog in the sports category, Björn Borg needs to emotionally connect with people. Therefore, for the SS19 campaign we wanted to redefine the role of anger in sports and in our lives. We know that holding on to anger is bad for our physical and mental health. 'Ragefulness' is about releasing the negative feelings that block us, and use that extra strength that adrenaline gives us, says Andrea Dahlbäck, planner at NORD DDB.