Joe & The Juice x ATEK Sports
Bringing people closer to the world of elite performance
Together with Joe & The Juice, ATEK Sports created a series of invite-only athlete and performance masterclasses in Stockholm – bringing athletes, creators and sports communities together around training, performance and recovery.
The Challenge
The ambition was to create more than a traditional workout or brand event.
ATEK Sports wanted to give participants closer access to the world of elite performance – training alongside athletes and coaches, learning from their methods and experiencing the routines around performance first-hand.
At the same time, the format was designed to build awareness and relevance for Joe & The Juice within sport and an active lifestyle.
Rather than adding the brand as a traditional sponsor, Joe & The Juice was integrated naturally throughout the experience. Participants trained together, ate and drank together and took part in recovery and sauna sessions – with each masterclass clearly presented as Powered by Joe & The Juice.
The goal was to create an experience people genuinely wanted to attend, engage with and share.
What ATEK Sports Delivered
ATEK Sports developed and activated four curated masterclasses, managing:
Event concept and format
Athlete and guest coach sourcing
Targeted invitations and community activation
Athlete, creator and profile attendance
Brand integration throughout the experience
On-site execution
Content and organic social amplification
The sessions featured experienced performance coaches:
Ako Rahim (20+ years in performance coaching): “quality over quantity” — training, recovery, and lifestyle built for long-term results.
Oskar Elofsson (Beijing 2022 Olympian): the mindset and physical demands behind performing under pressure.
Brandon Barton (former Djurgården Head Coach): tempo, movement precision, and the small details that separate good from great.
BKM Health (a community collaboration)
The Result
Across four sessions, ATEK Sports brought together 62 carefully selected participants from football, basketball, HYROX, bodybuilding, combat sports and the wider fitness community.
4 curated masterclasses
62 invited participants
594K+ combined Instagram following
200+ organic stories shared
Every participant shared content from the experience, generating significant organic visibility around both the masterclasses and Joe & The Juice as the presenting partner.
The result was a format that combined exclusive access to elite performance with meaningful brand exposure – creating awareness through an experience people genuinely wanted to be part of.
ATEK Sports helps brands become part of sports culture by creating experiences that people want to attend, engage with and share.
Thank you to both Joe & The Juice and Mentalité d’Or for your trust in us.
“ATEK Sports helped us activate our home gym, with the right people in a way that felt natural to the Joe & The Juice brand. The masterclass format became more than just sessions, it created real energy, strong social reach, and a genuine sense of community.”
