LONDON — Shook, the agency founded in 2020 by former Mischief creative and planning leads Gemma Moroney and Damon Statt with backing from Hope & Glory, is expanding its consumer health and wellness portfolio after winning two new clients.

The agency has been appointed by exercise equipment and fitness firm iFIT + NordicTrack to support the launch of its new line of smart equipment and its expansion into Europe, including media and influencer events, gifting and product placement in the UK, France, Germany and Italy.

New products include treadmills, bikes, ellipticals and rowers, with new screens and a redesigned operating system, and outdoor content. In addition, iFIT + NordicTrack is launching almost 40 smart or smart-enabled products across its NordicTrack and ProForm home fitness brands, including its fastest treadmill, capable of a sub-2-hour marathon.

And frozen meal delivery service Field Doctor – whose range is designed by dieticians and nutritionists and is based on the principle of “food as medicine” – has appointed Shook as its retained UK creative communications agency, with a brief to lead media and influencer relations this year, including new product launches.

Field Doctor meal plans (pictured) can be personalised to suit health goals, support health conditions such as IBS or Type 2 Diabetes, and diet needs such as including gluten-free or high protein. The company sources meat from animals where there are high standards of animal welfare and uses British produce where possible.

Moroney told PRovoke Media that Shook was seeing a significant uptick in work from wellbeing clients: “There’s been a sudden influx of new business, especially in the wellbeing space, whether that’s physical or financial wellbeing, and the new brands we’re working with fit nicely with existing clients like The Gut Stuff [high-fibre snack bars], Ohne and drug-free depression treatment Flow. We’ve got the healthiest pipeline we’ve ever had, after a bit of a tough year in 2024.

“We’re known for our work with charities, not-for-profits and campaigning organisations, including the UN Refugee Agency, Cancer Research and the National Trust, but our background is in creative consumer brands, and this year getting that balance is definitely the focus for us.”

As the 20-strong agency heads towards its fifth birthday this July, Moroney said the founding strategy of “making really good work that importantly has an effect on business, brand or behaviour” was still at the heart of its plans for growth — with one caveat.

“Lots of campaigns look good and get coverage, but do they really change behaviour? We’re not a ‘purpose agency’ – that impact could be sales, behaviour change or change in society or politically – but we do want to work for good people who have a net positive impact on the world, as well as having fun. We want our work to matter, but it can matter in lots of different ways,” she said.

Moroney added: “The world continues to be a dreary place, and sometimes the industry has been too serious. We have to bring some levity. And there’s a bit of a backlash against AI and uniformity. As it was pointed out in the PRCA’s social media trends discussion last month, ‘randomness’ will be one of the big trends on social. That’s really interesting for brands and their agencies, because comms is meant to be consistent, but it’s getting more human, and more weird.”

The agency’s growth in health and wellbeing clients echoes its recent ‘Get Fit and Chill’ research into consumer habits, which found that people want to improve their physical and financial wellbeing and improve their relaxation habits in 2025, and are crying out for brands to help them achieve their goals.

The report, produced with Opinium and surveying 2,000 UK consumers, suggests habits are an “untapped opportunity for many brands” and that “the accepted AIDA marketing model – awareness, interest, desire, action – should be updated to AIDAH, with the H standing for habit.”