Written by Tom Inskip • Published 22nd January 2018 • 2 minute read

January is a popular month amongst consumers to get fit. With that in mind, January is clearly one of the most important times for fitness brands to communicate their offerings and take advantage of the widespread media attention that is placed on the industry.

At The PHA Group, the Sport and Fitness team work with many leading brands in the fitness sector including leading budget gym chain Xercise4Less, sports nutrition brand USN and LDN Muscle. Here we take another look at some of our clients and other brands that have successfully taken advantage of the crucial January period.


Sweatcoin is a digital currency (cryptocurrency) where app users earn coins by walking or running. The app tracks your outdoor steps throughout the day and rewards you with one Sweatcoin for every 1,000 steps you make. These coins can then be redeemed through gifts including; magazines, healthy energy drinks, music downloads, digital watches, running shoes, electronics and many more.

Woman running black outfit

The growth of the company has been incredible with five million users joining in the last year and revenue increasing by 267%.

The company will surely be crediting this to the fantastic PR strategy they employed during January, which saw them secure blanket coverage in the tech media. The company’s recent win at the London Tech Innovation Awards also helped them secure coverage on many national tabloid websites.


Xercise4Less are of the leading budget gym chains with 49 sites across the UK.

Two years ago, they had a small presence in the trade and regional media but were falling short when it came to securing coverage around successful member transformation stories and the value of their offering.

However, in the last few years, Xercise4Less have successfully positioned themselves as the leading budget gym in the media landscape which has seen them secure regular coverage on national online tabloid sites and within the personal finance pages of the national newspapers. January 2018 has been another incredible example month in terms of delivery, with over 50 pieces of coverage secured in titles such as The Sunday Times, Metro, Mail Online, Mirror Online and Daily Star Online.

Gym equipment weight

USN Nutrition

The sports nutrition sector is one of the most crowded in the fitness industry at the moment and there is a great opportunity for one brand to really position themselves as the market leader in the UK.

One brand making waves at present is Birmingham based sports nutrition brand USN. The brand

recently launched a “Face of USN” campaign to find a new female and male ambassador. To promote the campaign, they employed the help of their current ambassadors which included “The UK’S Fittest Man”- Ryan Terry, “The UK’s Fittest Teacher”- Mark Hoban and two-time Isle of Man TT winner and motorcyclist Ivan Lintin.

The campaign was a huge success with over 40 pieces of coverage secured in titles read by the brand’s core demographic including; Mail Online, Mirror Online, Daily Star Online, Men’s Health Online, The Sun Online and The Sunday People.

In the past four months, it’s quite evident that USN’s main rivals in the nutrition sector haven’t even come close to securing that level of coverage and USN have firmly established themselves as the market leader within the industry.

If you are looking for a PR agency to kick-start your PR or deliver the results you want get in touch today.