Launching new digital fitness platform, TRX Training Club
TRX is known for creating the original suspension trainer. During the pandemic, the team elevated its online offering with the launch of ‘TRX Live’ web-based classes, before the unveiling of TRX Training Club – a state-of-the-art virtual training platform providing consumers with access to world-class trainers anytime, anywhere.
We were tasked with expanding TRX’s audience beyond dedicated fitness fanatics, and appealing to all levels of fitness. Our research showed that entry level fitness enthusiasts viewed suspension training as daunting when used for the first time. We worked closely with media and influencers to break down barriers and communicate that TRX is for everybody and can be used anywhere.
We positioned TRX as one of the leading pieces of fitness equipment through regular product placement, product reviews, trainer profiling, influencer engagement and a partnership with National Fitness Day in 2021 – which saw record-breaking participation numbers. The accessibility messaging was especially relevant for National Fitness Day – a day designed to get as many people active as possible.
We positioned TRX as voices of authority in the health and fitness sector and leveraged ambassadors and experts during key campaign moments, including TRX’s Let’s Move campaign. This saw TRX work with Nesrine Dally – Britain’s first hijab Muay Thai boxer to compete in Thailand – passionate about using her platform to inspire women and break down cultural norms.
Our social media strategy centered on driving awareness of TRX UK across multiple audience types, educating users on the benefits and ease of incorporating TRX into a fitness regime, and leveraging the brand’s various partnerships, activities, and events across the year.
The centerpiece of our social media strategy in 2021 was National Fitness Day. Tasked with promoting their association with the national awareness day, our campaign featured over 20 influencer collaborations, generating 1 million impressions and over 42,000 post engagements.
Thanks to the strong success of our social media strategy, we were tasked by the TRX global team with launching the brand’s global TikTok channel in December 2021. Since launch, we have achieved some incredible results from a standing start, amassing over 1 million video views and placing TRX as a leader in its field on the platform.
post engagements generated during 2021
million impressions generated by TRX content on Instagram and Facebook during 2021
back links secured to the TRX website in 2021 through media coverage