Tech-focused competitive socialising company, The Social Gaming Group, is cementing its partnership with BrewDog with a new events-led initiative designed to bring ‘Social Fitness’ to UK hospitality.
The first-of-its-kind programme of social gaming-led experiences will launch at BrewDog Waterloo on the 29 January and be rolled out across selected BrewDog venues. The programme features expert talks from Brewdog’s Fran Docx (Strategy and Creative Director), Kian Bakhtiari (Founder, The People) and Vanessa Stewart (Commercial Partnerships Manager at Netball England), along with Dr. Pardis Shafafi, Anthropologist and Marketing Director of The Social Gaming Group. There will also be a social fitness-themed darts quiz, shuffleboard and beer pong, showcasing the new BrewDog non-alcoholic beer ‘Mello’.
Smaller Social Fitness events, with TSGG-hosted shuffleboard and darts tournaments for competitive play and connection, will be held at BrewDog venues around the UK in subsequent weeks. Co-hosted by local wellness partners, the events will spotlight the importance of socialising as part of a healthy lifestyle and play as a central component of this. The experiences are designed to mirror the appeal of modern fitness communities while remaining rooted in sociability and fun to reflect The Social Gaming Group’s philosophy of ‘Purposeful Play.’
The initiative marks the first step in The Social Gaming Group’s emerging ‘social fitness’ movement, which champions healthier social habits through accessible, activity-led experiences. In a social climate shaped by changing drinking habits and increasing awareness of mental wellbeing, activity-led socialising offers an alternative that is inclusive, restorative and commercially relevant for venues.
The ‘social fitness’ movement points to a broader cultural shift, particularly among Gen Z audiences, as social habits evolve away from late-night drinking and towards experiences that offer structure, community and wellbeing. By integrating social gaming into established hospitality settings, the campaign demonstrates how pubs and bars can evolve to meet new expectations without losing their role as community spaces.
