PROTOCOL
Book an activation
Montreal · sober by design · est. Nov 2025

PROTOCOL

KEEP MOVING

Sober events that move your body and your mind. We build one-off experiences for brands, and we throw the room everyone wants to be in.

For brands

Build an event around your brand

A custom activation that brings in new and existing customers, sells a tracked offer on the day, and leaves you with content.

See how it works → For the community

Come move with us

No alcohol, every fitness level, everyone welcome. See what's coming up next in Montreal.

Upcoming events →
01 / For brandsCreative & experiential agency
What we do

One event. Built only for your brand.

You don't get a logo on someone else's night. You get an experience designed around your space, your product and your customers. Think a chess tournament inside a boxing ring. The goal is simple: boost your brand, bring people through your door, sell on the day, and make them want the next one.

01 / Bring them in

New and existing customers

Your regulars get a reason to come back. Our community gets a reason to meet you for the first time.

02 / Sell on the day

A tracked offer

Every guest gets a day-of offer and the code PROTOCOL, so you can see exactly what the event sold. We can't promise sales, but we set up everything to make them happen.

03 / Keep it going

Content and repeat

You walk away with raw, high-volume video of your brand in action, and a format you can run again.

How it works

From first call to recap.

  1. Discovery callYour goal, your customer, your space. What does a win look like for you?
  2. ConceptWe pitch an event idea built for your brand, not pulled from a template.
  3. Proposal & contractPackage, add-ons, dates and the day-of offer, all in writing.
  4. Build & promoteVenue setup, crew, sound, and promotion to our community alongside yours.
  5. Run itOur crew runs the day so you can focus on your customers.
  6. RecapAttendance, sign-ups, sales on the day, content, and what to do next.
Results

What happened last time.

A few of the brands we've built events with. Numbers are from the events themselves.

Gym · 3 events

Calisthenics Gym Montreal

Three workout-into-after-party nights inside the gym.

~80people per event
~60%came back
~4sign-ups per event
3events run

[Testimonial from Calisthenics Gym Montreal goes here]

Name, role
Retail · 1 day

Maison Local

A free workout and run starting from their store.

~600people showed up
~$6Kin sales that day

[Testimonial from Maison Local goes here]

Name, role
Festival · collab

Montreal Street Food Festival

A Protocol collab activation at the festival.

~300new sign-ups
+600followers from one post

[Testimonial from Montreal Street Food Festival goes here]

Name, role
The package

One core package. Add what you need.

No minimum fee. Your price depends on what your event needs and the size of your business. Every quote is custom.

Core activation

Included in every event
  • Custom conceptAn event idea designed around your brand, space and customer.
  • Full productionRun-of-show, setup, sound, crew and safety on the day.
  • Promotion to our communityPosted to our 6,000+ followers and ~1,500 email and SMS list, alongside your own channels.
  • Tracked day-of offerThe PROTOCOL code plus a referral reward, so you can see what the event actually sold.
  • Content packRaw, high-volume video from the day and a collab post on our page.
  • Recap reportAttendance, sign-ups, sales on the day and the recommended next step.

Add-ons

Pick any, or none.

Edited reel seriesShort-form edits ready to post
PhotographerPro photos for your site and ads
Movement sessionA workout or class led by Protocol
DJ & sound upgradeBigger set, bigger room
Partner brandsCo-sponsors in non-competing categories
Recurring seriesThe same event, monthly at your space
20%deposit on signing
40%before the event
40%after delivery
Questions from brands

Before we talk.

Mostly 25 to 35 year old professionals, from both fitness and nightlife backgrounds. Our events are women- and queer-friendly and open to every fitness level.

You do. Every sale goes straight to your brand. Protocol takes no cut of what the event sells.

No one honestly can. What we do is set up everything that makes sales happen: the right crowd, a strong day-of offer, and a code so you can track every one.

If we cancel, you get a refund. Cancellations outside our control aren't refunded. It's all spelled out in the contract.

Always. No alcohol at any Protocol event, including the ones we build for you.

Now booking for December

Let's build yours.

Tell us about your brand and your space. We'll come back with an idea.

Email us protocolevnts@gmail.com
02 / Come move with usFor the community
Upcoming events

What's next in Montreal.

Every Protocol event is different, built with a brand we love. Dates drop on Instagram first.

No alcohol

Remember all of it

Move, dance, meet people, and wake up fine the next day.

Every level

No fitness test

Whatever we're doing, it scales to you. Come as you are.

Everyone welcome

A room for you

Women- and queer-friendly, always. Bring a friend with the code PROTOCOL.

Follow @byprotocol