4 Months. 37 Media Mentions. 4.14 Million Estimated Audience.
The Challenge
IGNITE Fitness Holdings operates Planet Fitness locations across multiple markets, giving the organization a strong connection to health, fitness and the communities it serves.
But fitness is also an incredibly crowded media space.
The opportunity was to move beyond traditional gym announcements and promotions and identify stories that positioned IGNITE and its Planet Fitness locations within the health and wellness conversations people were already having.
Our Approach
National Strategies PR built a media strategy that looked beyond the gym itself.
Our team continuously monitored health, wellness, fitness and consumer trends to identify opportunities where IGNITE’s leaders, trainers and locations could contribute meaningful expertise.
That meant finding stories in places that weren’t necessarily obvious.
Women’s health. Mental health. Teen wellness. Healthy aging. Cognitive health. Exercise science. Community needs.
Instead of asking only:
What is happening at Planet Fitness?
We also asked:
What are people talking about right now, and where does our client’s expertise belong?
Turning Expertise Into News
Throughout this time, National Strategies PR developed and pitched storylines connecting IGNITE and Planet Fitness to a wide range of health and wellness conversations.
That included opportunities around women’s health and military service, teen fitness, mental health, cognitive health and aging, exercise science and changing consumer fitness preferences.
Expansion news also became an opportunity to tell a larger story about how fitness itself is changing, including growing consumer interest in strength training and recovery.
Rather than relying on one recurring type of story, the strategy continually created new reasons for journalists to talk to the organization.
That’s News Deep in action.
Results
| 37 Media mentions across broadcast and digital media | 4.14M+ Estimated audience reached | $770K+
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| 4 Months Results generated in approximately four months | Health + WellnessCoverage spanning women’s health, teen fitness, mental health and healthy aging | Beyond the Gym Positioned Planet Fitness experts in timely consumer and wellness conversations |
Impact
More importantly, the strategy expanded the kinds of conversations IGNITE and Planet Fitness could credibly participate in.
The brand wasn’t limited to talking about gyms.
It could talk about health. Wellness. Communities. People. And the changing way consumers think about fitness.
That’s how a brand moves from promoting what it does to becoming part of the conversations that matter to its audience.
Your Expertise Is Bigger Than Your Latest Announcement.
National Strategies PR finds the stories that put it into the conversation.
Let’s Talk.
