Written by Thomas Inskip • Published 14th January 2019 • 1 minute read

January is one of the most competitive months in the media with fitness brands fighting for space. The ethos of new year, new me kicks in for many consumers. We see gym memberships shoot up, fitness products in abundance and plenty of deals for the latest gadgets, apparel and equipment on the market. But how do you break through all that noise and make real impact for your brands or business? Our fitness team do just that, helping brands break out from their competitors and gain real media cut-through.

The PHA Group’s client Xercise4Less has transformed from a brand that had sporadic coverage in regional press and little say in the national press to the leading low-cost gym chain in the UK.

Xercise4Less saw January as the perfect opportunity to target new members to join their gym by offering a free 5-day pass at any one of their gyms up and down the country.

Positioning the brand

The PHA Group’s Sport and Fitness team set to work and focused their efforts on spreading the word of Xercise4Less’ January offer to the masses. Aware of the time constraints they had to get the project up and running the team set to work. They were focused on ensuring they gained coverage ahead of the Christmas and New Year slot.

The team’s expert approach allowed them the ability to turn the project around quickly. Their widespread media relations experience and huge network of key fitness journalist contacts ensured excellent results with coverage across an extensive range of publications and networks.

This included securing inclusion for Xercise4Less in Men’s Health’s ultimate gym guide for 2019.

The results

So, what did the result look like? Our experienced PR team achieved high-quality coverage around the promotion on major outlets including Daily Express, Women’s Health, Cosmopolitan, Money Saving Expert.com and The Echo. They also managed to get a mention on This Morning where money saving expert Martin Lewis promoted the free 5-day gym pass that Xercise4Less were offering.

This Morning: Martin Lewis offering free gym pass advice

Not achieving the results you hoped for this January? If you are interested in finding out how sport and fitness team can help you and your business speak to a member of our award-winning team today. It is never too late to get the results you’re looking for.