CLIENT: gixofit

SERVICE(S): lifestyle photography

about: Gixo was a live-fitness app built for people who wanted the energy of boutique classes without the boutique-class hassle. Founded by Selina Tobaccowala and Al Lieb, Gixo set out to make workouts easy, enjoyable, convenient, and affordable—bridging the in-person class vibe (music + coaching + community) with the freedom to train from anywhere.

The platform delivered a steady schedule of live, coach-led classes each week—short, doable sessions (roughly 15–40 minutes) designed for all fitness levels, with real-time motivation and feedback that made it feel less like “working out alone” and more like “showing up with people.”

In 2019, Gixo was acquired by Openfit (Beachbody) as the team scaled the live-class experience to a larger audience.

Deliverables (Launch-Ready Content):

  • Lifestyle photo production for launch

  • Assets formatted for web, organic social, and in-app use

  • Casting + direction centered on authenticity over perfection

  • A reusable content library to support ongoing marketing

The goal: A launch content system that made Gixo feel accessible—real people, real energy, and a brand aesthetic you don’t have to be “perfect” to belong in.

Young woman in athletic wear sitting outdoors, smiling, looking at her phone, with a tree and bright green grass in the background.
A woman exercising outdoors with a pink yoga mat, wearing headphones, holding a smartphone, with green foliage in the background.
A woman with short blonde hair and tattoos sitting on a workout mat outdoors, holding purple boxing gloves, smiling, wearing a pink tank top and gray workout pants.
Woman exercising outdoors on a yoga mat, using an ab roller, with a smartphone nearby, in a natural setting with trees and rocks.
Woman doing a plank exercise on a red yoga mat in a bright indoor space with large windows and houseplants.
Smiling woman in pink hoodie looking at her phone outdoors with blue sky and trees in background.
A woman practicing yoga outdoors on a mat in a park with trees and blue sky.
A woman is doing a leg lift exercise on a yoga mat outdoors on a grassy area, with houses and trees in the background.
Woman performing squat exercise on a yoga mat in a bright room with surfboard, plants, and window with vertical blinds.
A woman sitting on a blue exercise mat outdoors on a sunny day, holding a small exercise ball, smiling. She is wearing a pink hoodie, black leggings with orange text, and pink shoes.
A woman exercising on a red yoga mat indoors, wearing black workout top and green leggings.
A woman practicing yoga outdoors on a grassy field, wearing a pink shirt, black leggings, and a pink headband, balancing on her hands with one arm extended forward, smiling, with a smartphone on her yoga mat.
Woman practicing yoga outdoors on a pink mat in a park with green grass and trees.
a woman sitting on a red yoga mat outdoors in a park, smiling, wearing a purple sports bra and leggings, with trees and greenery in the background