The European Movement Tour
Movement Made & Berg Movement
Prepared for Volkswagen Commercial Vehicles
A title partnership proposal · California brand team
The European
Movement Tour
A multi-year content and community platform that inspires people to explore Europe through movement, family and adventure, with a Volkswagen California at its center.
Confidential · July 2026 · Berg Movement · Movement Made · Vivobarefoot
The offer
We are building this platform regardless. The only question is which vehicle sits at the center of years of evergreen content. We are offering Volkswagen first position as title partner, with full vehicle-category exclusivity. It starts with a measured pilot that fits inside a single campaign line item.
01 · The ecosystem
Not three random brands
One coherent lifestyle
Train anywhere. Own less. Travel more. Live outdoors. Three established brands and a real-world community, connected by one founder and one audience that premium buyers already trust.
The community
Berg Movement
Educational, evergreen bodyweight training content on YouTube and Instagram. Training app, published book, World Cup finalist credibility.
1M+followers across platforms
The products
Movement Made
Red Dot Award winning minimalist training equipment, designed in Norway. Packable and sustainable. Built for travel, made to live inside a camper.
Red DotDesign Award 2026
The aligned brand
Vivobarefoot
Barefoot footwear pioneer and existing festival sponsor. Their customers are outdoor-minded, minimalist, sustainability-driven premium buyers.
1M+ / 1M+followers / paying customers worldwide
The connector
Volkswagen California
Not transportation. The home, studio, workshop, travelling gym and community hub. Present in every piece of content, because the story doesn't work without it.
Titlepartner · category exclusive
Combined ecosystem reach: 2M+ followers plus over one million verified premium customers. This closely mirrors the California and ID. Buzz buyer profile: quality over price, experiences over things, environmentally conscious, design-literate.
02 · The flagship event
Movement Made Festival · Norwegian mountains · annual
The community is already real
Hundreds of highly engaged attendees. Several days of training, workshops and outdoor living, in exactly the demographic the California is built for. Attendees are already self-organizing a dedicated van camp. The film below shows what the festival feels like on the ground.
Movement Made Festival, official after movie. Next edition: August 2027, with the California van camp as a flagship activation.
03 · The story
Authentic, not produced
A young family, on the move
The van becomes part of the lifestyle, never an advertisement.
Sondre, Sunniva and two-year-old Nori train, travel and live actively together. This is the storytelling engine of the tour: working remotely from the road, exploring Europe's most beautiful places, raising a child outdoors, with the California as home, studio and travelling gym.
It's the story the California was designed for, told by a family that genuinely lives it.
The Berg Family, founders of Berg Movement & Movement Made
04 · The signature build
The California, reimagined
The travelling gym
We rig a California as a fully functional mobile calisthenics and movement studio. Rings hang from the awning rail, parallettes and mats live in the load bay, and the entire Movement Made system fits natively in the vehicle. The van itself becomes the product demo, the content set and the centerpiece of every meetup.
The build film
"Building the Ultimate Mobile Gym" is a pre-tour YouTube film documenting the winter build-out. Evergreen search traffic for camper gym, van gym setup and van life training begins before the tour does.
The meetup magnet
At every stop, the van opens and the gym appears. Rings, parallettes, mats: a complete outdoor training station that draws a crowd, frames every photo and puts the California in every post.
The product bridge
Movement Made equipment designed for travel, living natively in a Volkswagen. A future co-developed "California training kit" is a natural Phase 2 product collaboration.
The California in camp mode and on the road. Photography: Volkswagen Commercial Vehicles.
05 · The ambassadors
A network that travels with us
Faces along the route
Movement Made works with a roster of 25+ ambassadors and affiliates, including some of the most trusted educators in worldwide movement culture. Ambassadors join meetups, workshops, gatherings and the festival throughout the year. The profiles below are a snapshot of the roster's caliber.
Leandro Fornito
@leo.moves Movement coach & athlete · Switzerland3M+Instagram followers
Theo Necker
@mindsetoftheo Movement & mindfulness teacher · Germany1MInstagram followers
AS
Andry Strong
@andry_strong Planche & calisthenics strength coach944KInstagram followers
Laura Kummerle, PT, DPT
@paradigmofperfection Physical therapist · calisthenics & mobility · USA742KInstagram followers
Summer
@summerfunfitness_ Calisthenics & handstand coach · Canada370KInstagram + TikTok followers
Chala Deshner
@chala.moves Handstand & gymnastics coach · USA / Spain110KInstagram followers
6M+ combined reach in this snapshot alone, before counting Berg Movement's own audience or Vivobarefoot's channels.
Ambassador appearances are confirmed per event based on scheduling and availability. The roster shown is representative, not a fixed tour cast.
06 · What makes this different
Why this beats sponsoring another influencer
Assets, not impressions
Influencer campaigns buy reach that disappears in 48 hours. We build evergreen media that compounds, plus the measurement infrastructure to prove what it does.
Evergreen content library
- YouTube films that compound for years: Building the Ultimate Mobile Gym · Training Across Europe · Living in a Camper with a Toddler · Van Life vs. Normal Life
- SEO articles: The Camper Gym Setup · The Van Workout Guide · Living Actively While Travelling. Organic search traffic long after publication.
- Physical activations: workshops, handstand jams and meetups across Europe, culminating at the festival with the California physically present
- Full content licensing: Volkswagen receives usage rights across owned channels, dealer network and retail. Six-figure agency production value, delivered inside the partnership.
Measured, not claimed
Server-side attribution infrastructure
We operate full-funnel, server-side measurement across both brands: server-side Google Tag Manager, GA4 and Meta Conversions API on dedicated tracking domains.
What your team receives
UTM-tagged traffic in a shared dashboard. Attributed clicks to California configurator and test-drive pages. Content-level performance data your team can defend internally.
We don't report screenshots of reach. We report attributed actions.
07 · The structure
Pilot-gated · pre-agreed triggers · low-risk entry
Easy to say yes to
We are not asking for a multi-year commitment on day one. The tour launch itself is the pilot: a fixed deliverables package, measured against benchmarks we define together, with the festival as the built-in review moment.
Phase 0 · The proof
Tour launch
April to August 2027 · first leg of the tour
- VW provides: one California on long-term loan plus an activation budget scoped by your internal framework, covering production and travel at minimum
- We deliver: the mobile gym build and build film, 2 evergreen YouTube films, 12+ Reels and Shorts, 2 SEO articles, festival activation, monthly attribution reporting, full content usage rights
Benchmarks met: Phase 1 triggers on pre-agreed terms. Benchmarks missed: VW walks away and keeps all content.
Phase 1 · The tour
Full European tour
12 months from festival review
- Multi-country tour: workshops, meetups and handstand jams across Europe
- Ongoing YouTube, short-form and SEO production
- Festival title activation: vehicle display, test drives, dedicated van camp
- Local ambassador and creator collaborations at each stop
- Vehicle continues on loan plus an annual partnership fee (range pre-agreed at Phase 0 kickoff)
Phase 2 · The platform
Multi-year flagship
Years 2 to 3 and beyond
- Annual festival title partnership and expanded European ambassador network
- Co-developed formats and product collaborations, e.g. a Movement Made California training kit
- Curated supporting partners possible (Thule, Dometic, EcoFlow) with VW's title role protected
- Vehicle ownership transfer or reduced purchase option on completion: the partnership's built-in loyalty mechanic
Category exclusivity
No competing OEM. No Nugget, no Marco Polo, for the duration of the partnership.
Benchmarks defined together
Views, engagement and attributed traffic targets agreed jointly at kickoff, so both sides own the definition of success.
Little to lose in Phase 0
A vehicle loan and a modest budget against a fixed deliverables list, with all content retained either way.
08 · The road ahead
From first call to flagship
Timeline
August 19 to 23, 2026Optional
This year's festival takes place in three weeks. If the short notice happens to work for someone on your team, a guest spot is open. If not, nothing in this proposal depends on it; the timeline below stands on its own.
Autumn 2026
Agreement and Phase 0 kickoff. Benchmarks and activation scope defined together.
Winter 2026 to 2027
Vehicle handover and mobile gym build-out. "Building the Ultimate Mobile Gym" film produced, so evergreen content is live before the tour begins.
April 2027
The European Movement Tour launches. The first leg doubles as the measured Phase 0 pilot.
August 2027
Movement Made Festival: flagship California activation, dedicated van camp, test drives, and the natural Phase 1 review moment with results on the table.
The vision
A Volkswagen California becomes the travelling home, training studio and community hub, connecting thousands of people across Europe through workshops, festivals and evergreen storytelling.
Volkswagen enables the journey. We bring the expertise, the community and the products that make the journey meaningful.
Next step
A 30-minute call
To align on Phase 0 scope and benchmarks.
Sondre Berg
Founder, Berg Movement & Movement Made
sondre@bergmovement.com
@sondre_berg · bergmovement.com · movement-made.com
Founder, Berg Movement & Movement Made
sondre@bergmovement.com
@sondre_berg · bergmovement.com · movement-made.com
What we're asking for
One California on long-term loan, an activation budget scoped by your framework, and a pre-agreed Phase 1 trigger. Everything else, from the build to the content, community and measurement, is on us.