Last week, The LAB Studios brought the energy beyond the walls of the gym and into the streets of Dubai - with a twist. To celebrate the launch of its limited-time Summer Membership, the studio rolled out a branded ice cream truck, delivering cold cones, cheeky messaging, and a fresh take on fitness promotion.
Spotted around Downtown, the truck wasn’t just serving ice cream - it was dishing out exclusive access to The LAB’s 4-session summer offer, valid across all four of its signature concepts: STRENGTH, SWEAT, SCULPT, and SYCLE.
The Lab founders were on hand, trading in their usual training gear for aprons and megaphones, bringing the full studio experience to the streets. The message was clear: Stay consistent. Stay cool. Train smart this summer.
The pop-up activation sparked excitement among both members, with the playful campaign serving as a reminder that results don’t take holidays - and neither does The Lab.
The limited-edition Summer Membership is still for purchase, offering 4 sessions for AED 399 with zero commitment.
For those who missed the truck, the message still stands: when the workouts are hot, the cones better be cold.