![20007-1_PAIN_1920X10806[1].jpg](https://images.squarespace-cdn.com/content/v1/549dad47e4b0be677c05bdc4/1515412572037-5E67JR20BK9X791RHOKL/20007-1_PAIN_1920X10806%5B1%5D.jpg)
![20007-1_PAIN_1920X10805[1].jpg](https://images.squarespace-cdn.com/content/v1/549dad47e4b0be677c05bdc4/1515412588814-VEANY3ZPHW8A35RG9QBW/20007-1_PAIN_1920X10805%5B1%5D.jpg)
What better way to burn off the overeating of Christmas and New Year than with a few whips, chains and blindfolds? Yes, this January, Gymbox are offering to tie you up and dominate you back into shape. The new campaign, dubbed ’50 Shades of Gymbox’, explores the scientific link between pain and pleasure. There is strong evidence that pain can actually stimulate Melatonin and Serotonin production in the brain, which transforms painful experiences into pleasurable ones. Endorphins, which are released during painful experiences, can also be perceived as pleasurable. Which might explain why our intense workout faces often resemble that seen during an orgasm. Or why serious gym goers claim to enjoy DOMS (delayed onset muscle soreness) With 110 unique classes every week, Gymbox are offering some unusual ways to punish yourself buff. You can now book a range of workouts called 'Whiplash', 'Blackout' or even 'S&M'. Or if you prefer something more up close and personal, then Gymbox are also offering over 200 VTP's (Very Personal Trainers) to dominate you buff. All of which might not seem so bizarre when you consider that four million Britain’s are estimated to have experimented with S&M. It seems that Gymbox torture chambers are the perfect place to get whipped, stretched and punished into shape. The campaign was captured by esteemed photographer Todd Antony and features a star of the classic ITV show, Gladiators.