Fitness & Wellness Brands Embrace Playful Marketing for April Fools’ Day

From fake products to absurd collabs, fitness and brands are making April 1 their most creative marketing day of the year.

Crunch Fitness is goofing on both the protein craze and vaping with Muscle Mist Protein Vapes described on the low-price gym operator’s website as “a compact, portable system” that transforms “high-quality liquid protein into a fine, inhalable vapor.”

The gag product, available in a Crunch orange finish, redirects anyone who tries to add it to their cart straight to a YouTube rickroll.

Boutique fitness brand Solidcore kept it simple and self-aware, announcing a logo update that swaps its signature brackets for curly ones. “We’re amplifying everything, even our logo. Small changes, big impact. Welcome to {solidcore},” the brand wrote on social media.

Home strength gym Tonal got in on the fun with Tonal Mini, a pint-sized version of its machine designed for kids.

“Introducing Tonal Mini. Because strength starts early,” the brand declared in a video showing children working out on the miniature machine.

Oura, maker of the popular smart ring, took aim at the booming pet wellness category with Oura Ring Pet, a wearable for dogs and cats that reveals hunger cues and stress signals.

Premier Protein elevated the protein conversation with a fake collab with pickle purveyor Claussen, teasing prank jars of protein pickles packing 30 grams of protein.

Hyrox also went for laughs with its U.K. handle on Instagram, announcing a “67-second” penalty for competitors who run without a shirt.

Even functional drinks are getting in on the joke. Hiyo, the organic social tonic brand, announced on social media that it’s collaborated with Banana Boat on a Pineapple Coconut Auramaxxing Spray.

“Block bad vibes and awkward small talk with just one spray,” Hiyo captioned. The brand recently announced it’s expanding its mood-boosting “Float” line nationwide at Target.

If there is any doubt about the reach of energy drink fandom, Midas used April Fools’ Day to introduce Midas Motor Oil Energy Drink on social media.

In another April Fools’ tie-up, fluoride-free toothpaste brand Boka and supplement brand FreshCap joined forces to promote Mushroom Coffee Toothpaste.