Activating a Digital PR strategy to harness the power of backlinks in media coverage

The Fitness Group is the UK’s leading fitness and personal training course education training provider and PHA were appointed to deliver a Digital PR strategy driving national and trade media coverage, supporting the business’ overall link building and SEO strategy.

If your brand has low brand awareness it will be harder for your business to be found through search engines such as Google. This is where a focused Digital PR strategy can have a significant impact on your organic search visibility, website traffic and sales. Digital PR increases your brand awareness but also the backlinks will increase your Domain Authority (DA) and drive referral traffic.

With access to a wide range of qualified personal trainers across The Fitness Group, expert commentary has been an integral part of our strategy with us securing commentary opportunities for topics across the fitness, nutrition and health sectors. Standout coverage includes GQ, Daily Mirror, The Sun, Marie Claire and Fit&Well with each expert piece introduced with a link back to The Fitness Group website and a brand mention. 

Placing workout content has been another great way of profiling The Fitness Group experts. From lunchtime HIIT workout plans to CrossFit inspired exercise routines, we have pitched in different workout ideas to profile The Fitness Group’s personal trainer team. Again, each expert has been introduced with a link back to The Fitness Group website and a brand mention. 

As part of the growth journey of the business, The Fitness Group has secured leading partnerships with organisations including The Ministry of Defence, The PFA and TRX Training, amongst others. We have announced the latest partnership agreements to industry media, as part of the overall storytelling around The Fitness Group’s mission to make fitness accessible to everyone. 


increase in keyword landscape – more than doubled in 4 months since starting work with PHA


increase in global search volume for ‘The Fitness Group’ over that time


backlinks to The Fitness Group site secured in media coverage during that period

“We were initially hesitant about going into this partnership after working with different agencies in the past that didn’t meet our expectations and did not add value. However the team at PHA have been brilliant. “We are looking forward to more brilliant results in the next few months."
Steven Dick
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