F1 Fanzone: Driver Fitness

We partnered with Sports Science Agency on the creation of this revolutionary activation for Formula 1

The Brief

Working together with SSA and F1 we worked on proposals for the analysis and recreation of activities which related to driver fitness; looking at cognition, body composition and endurance fitness.

We created an activation and to measure the public on these three key areas of Driver Fitness and test these elements in a fun and safe manor. The result is simple and easy to understand and when delivered with the expertise from the SSA, the activation is both entertaining and informative.


Our design of the activation started with the Airclad 10m x 10m glass fronted structure. We fitted real wooden flooring to give a clean, Spa type feeling to the internal of the structure. Our design team and Event Delivery departments then designed a user flow of the building to walk the user through the event. An internal, branded wall structure was then designed to implement the user flow and add lots of room and scope for branding and information delivery within the structure.

Challenges and Activities

We designed a bespoke video based reaction game to test the cognitive ability of the users compared to a driver. SSA implemented a base level cog test using Wattbikes as they are incredibly robust for event use and can handle the heart rate and Watt output data we need.

Interactive Elements

We designed a multi touch experience to show driver images and ‘hotspot’ data for further user interaction along with weighted helmets used to represent G Forces and grip strength tests. The use of science-based sports data and entertainment for a sports marketing activation has been a real pleasure to help design and been a massive success to the end user when implementing.

10m x 10m Structure

F1 Driver Fitness

Airclad Stucture

Body Composition Test


Driver Fitness Museum




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