What do you love most about the sport and fitness industry?
Growing up, if I wasn’t playing sport then I was watching it. I’ve always wanted to work in the industry and the internships I undertook during university confirmed as much. When it comes to sport – I’m a bit of a jack of all trades, master of none – which is useful when you have such varied sporting clients like we do at PHA. Part of the challenge I enjoy most is taking a non-mainstream sport and raising its profile, as well as challenging some of the common misconceptions it faces. On the fitness side, it’s always rewarding when you get to tell the success stories of ordinary people who have achieved something extraordinary. Whether it’s completing a physical challenge, overcoming illness, or losing weight, helping someone get the public recognition for their success is very fulfilling.
This year has been a breakout year for innovative exercise classes. What do you expect to see boom in 2020?
That’s right, and the same goes for hybrid classes too. What’s become clear is that exercise goers are demanding more and more variety to be packed into a single workout. Next year, I think we will see more and more people turning to ‘at home’ workouts. The meteoric rise of apps like Centr and FiiT, are hugely popular now. The demand for virtual workouts and online trainer access is greater than ever, especially for people short of time. The fact you no longer have to travel to exercise with your preferred trainer is a big part of why these app-based workouts are enjoying such a boom at the moment. I can’t see that slowing down at all into next year.
What are the key area’s startups need to focus on when trying to raise awareness of their offering?
From a media relations standpoint, companies must understand what their USP is in order to properly stand out from the crowd. They need to consider how they can excite journalists with their offering and what sets them apart from the rest. Meet people face-to-face as much as possible. Successful PR builds trust between your business and your customers and the key to maintaining good relations with journalists is clear, honest communication.
You’ve been involved in working on some great accounts at The PHA Group, are there any highlights?
Being at the start of the Tour de France and getting to witness the sheer magnitude of an event as big as that was a fascinating experience. The level of organisation required is truly staggering. Riding through the streets and seeing locals camping out on the side of the road to get just a brief glimpse of the peloton brought to life just how passionate the fans really are.
I’d also have to say activating Hugo Boss’ sport sponsorship of round-the-world sailor, Alex Thomson. The Vendée Globe race is one of the toughest sporting challenges on earth and a true test of one’s mental and physical resilience. Getting to experience the buildup to a race start in Les Sables-d’Olonne, where more than two million people pass through this small seaside town, was incredible!
Lastly, riding in the media truck and being at the finish line to see Sir Mo Farah cross the line for yet another Great North Run victory, was special.
Finally, as an experienced PR professional what’s your golden piece of advice you’d give to any budding PR professionals beginning their career?
Consume as much media as possible. You’ve got to understand the journalists, sections and publications you’re pitching into – a one size fits all approach simply won’t work. The worst attribute you can have as a PR is laziness! Be tenacious and persevere in everything you do.
If you would like to find out how PR can connect you with the right audience for your sport or fitness offering then please get in touch with us today.