Gatorade launched the innovative “Sweat Machine” (often referred to as the Sweat Activate Machine) in Toronto as a promotional vending machine that rewarded active people with free drinks—but only if they’d truly worked up a sweat. If not, the machine challenged people to #KeepSweating by performing a few more squats, burpees or a jog on the spot. This was a clever, interactive stunt aimed at everyday athletes, shifting Gatorade’s focus from pro sports stars to motivating regular folks to stay hydrated and active. It ran in the summer of 2015 and became a viral hit.
What it was
- Concept: Unlike standard vending machines that take cash, this one used biometric sensors (like a hand panel for heart rate and sweat detection) to scan users. If your heart rate was elevated (e.g., over 120 bpm) and you showed signs of exertion, it dispensed a free bottle of Gatorade. If not, it playfully challenged you with on-screen prompts like “Do 20 burpees, 10 push-ups, or jog in place to #KeepSweating” before re-testing.
- Purpose: To promote Gatorade’s message of replacing what you lose in sweat, while making fitness fun and accessible. It tied into a broader campaign celebrating “ordinary” athletes, backed by facts like how fitter bodies sweat sooner to cool down efficiently (thanks to 2-5 million sweat glands per person).
- Tech Behind It: Developed by TBWA\Toronto and Pixelpusher (a digital agency), the machine integrated pulse sensors and a custom interface for quick, engaging interactions. No coins needed—just effort!
When and Where
- Launch Date: Debuted in early July 2015, with the stunt captured in a YouTube video that racked up views through social media and influencers under #KeepSweating.
- Locations: Temporarily set up in high-energy Toronto parks popular with runners, bikers, and outdoor enthusiasts:
- Trinity Bellwoods Park (a bustling west-end spot for picnics and workouts).
- Ashbridges Bay (east-side waterfront trails for jogs and cycling).
- Metro Square (a central urban hub).
- Duration: A short-term activation (likely a few weeks), drawing crowds of curious passersby. Brand ambassadors were on-site to hype it up and help with exercises.
Impact and Fun Facts
- Reception: It lured in dozens per setup, with most users passing the “test” and walking away buzzing (literally and figuratively). Even those who didn’t got a laugh and a nudge to get moving. Media called it a “sweat test for amateurs” and praised its grassroots vibe.
- Why Toronto?: As a fitness-forward city with year-round outdoor activity, it was perfect for testing this interactive idea. No similar machines have popped up since, but Gatorade has evolved with tech like the Gx Sweat Patch (a wearable for tracking sweat loss during workouts, not a vending machine).
