The 'tweet-to-ride' scheme takes place in London today, the third Monday of January, which is said to be the most depressing day of the year due to lack of sunshine, holiday debt, failed New Year’s resolutions and minimal motivational levels.
The campaign gives potential customers the chance to share a taxi with Pendleton and Whitlock by tweeting #RedMondayFF. The taxi will take them to Fitness First clubs in Bishopsgate, The Strand and Tottenham Court Road.
Pendleton and Whitlock will share motivational advice and fitness tips en route.
The campaign is based on the idea that exercise improves people’s moods.
Clare Woodford, director at Halpern, said: "Last year, we partnered with Victoria Pendleton to create a hugely successful pro-cycling class for Red Monday, which attracted 3,000 new people into Fitness First clubs to exercise for the first time on the day of campaign launch. Based on new insights, the Fitness First gym experience has been adapted to encourage intrinsic motivation within individuals, and to support this, we’re offering the nation free motivational advice and workout tips from Britain's Olympic heroes."
Martin Seibold, managing director of Fitness First UK, said: "We have always said that people motivate people, and that a comfortable environment is crucial to break down the barriers that stop people from exercising. We hope Fitness First’s Red Monday activity, alongside our expert teams, will shine a light on what Fitness First can do for the British public and we look forward to welcoming everyone, no matter what their goals are, or current state of fitness."