A pioneer in Brazil’s wellness scene, Mude creates connections through outdoor activities and an app with 700k downloads
The global sports marketing market is expanding rapidly, with the sponsorship industry expected to reach $97.35 billion by 2023, according to Statista, and projected to nearly double by 2030 to $190 billion. This growth highlights sports as a powerful platform for brands across a range of industries to connect. Mude exemplifies this trend by offering a sports media and experience ecosystem that integrates health, wellness and sports, connecting brands and consumers in a holistic and meaningful way.
Mude has established itself as a pioneer in the wellness sector in Brazil for several reasons. Since its inception 25 years ago, long before the rise of wellness in the country, Mude was born with a clear and genuine purpose: to democratize access to physical activity for the entire population. This commitment remains central to this day, now enhanced by a strong technological component.
“Our proposal is not limited to a single profile; we want to engage with all audiences and offer each person the opportunity to discover their own time, rhythm and way of moving. We want to ensure that anyone, at any stage of life, can access quality physical activities. Whether it’s yoga, running, dancing, crossfit or weight training, at Mude, everyone can find their own way to stay active and incorporate well-being into their daily lives,” says Sandro Moretti, Chief Sales Officer (CSO) at Mude.
MEDIA INNOVATION AND WELLNESS EXPERIENCES
Tuane Leite, Mude’s head of marketing, explains that “the company’s accelerated growth is directly linked to our ability to integrate innovation in Out of Home (OOH) media with the growing demand for wellness and fitness experiences.” She highlights that this immersive ecosystem provides, in addition to broad exposure through OOH media, a significant emotional connection with consumers, resulting in a positive impact on brands. With outdoor gyms and high-tech street furniture, Mude offers free and unlimited access to physical activity, impacting the lives of millions of Brazilians.
THE EMOTIONAL POWER OF EXPERIENCES
At the heart of Mude’s strategies is the creation of memorable experiences. Consumers are increasingly aware and informed about the benefits and importance of practicing physical activities in their daily lives, and have transformed these moments into something more than just exercising – they seek to create connections, belong to a community and live experiences that create lasting memories. During these activities, there is a release of hormones such as dopamine, endorphins and oxytocin, known as the ‘bonding hormone’, strengthening social connection and the sense of belonging that strengthens the brain’s reward system. This not only benefits the practitioner, but also enhances the creation of a deeper emotional bond with the brands associated with these moments.
Brands have recognized this potential by investing in initiatives that connect purpose, innovation and well-being. One successful example is the partnership between Mude and Centrum, which resulted in the creation of one of the largest outdoor gyms in South America, located in Parque Villa Lobos, in São Paulo.
“We recognize that well-planned experiences not only reinforce the positive perception of the brand, but also build customer loyalty and motivate consumers,” comments Rafael Jones, Latam Media Director at Centrum.
To ensure impactful and widely accepted experiences, Mude reveals its secret: continually studying the market and actively listening to its audience. “By deeply understanding our users, we are able to remove barriers and create opportunities for brands to associate themselves with emotionally relevant causes, expanding their positive impact and strengthening their brand equity,” adds Tuane.
ECOSYSTEM CHANGE
Mude goes beyond traditional media models. The omnichannel ecosystem unites physical and digital touchpoints, offering a complete experience. The Mude.fit app, with over 700,000 downloads, connects users to events and provides valuable insights for brands. The combination of street furniture with personalized activations allows brands to create a real impact, strengthening relationships with audiences and increasing engagement.
The future of wellness is full of possibilities, and brands that want to make an authentic connection with their consumers need to go beyond products and services.
“Brands that join the Mude ecosystem not only expand their visibility through a wide-reaching media outlet, with coverage in Brazil’s largest cities. They also connect to a transformative journey that profoundly impacts consumers’ habits, physical and emotional health, and lifestyle. Our solutions go beyond exposure; we create opportunities to establish authentic dialogues, build meanings, and strengthen lasting bonds. This is not limited to awareness, but generates consideration, loyalty, and an emotional bond that lasts,” concludes Tuane.
