ABOUT

Full Fat were appointed to launch international fitness brand John Reed into the UK market. During a time when the world was beginning to open up in the wake of the pandemic, it was imperative to make some noise and show up against a crowded market.

We got people talking by engaging tastemakers and key media early, giving them the full John Reed experience. This kicked off with an intimate media event that brought to life John Reed’s ethos via meets with trainers, live artist installations and workouts in classes against the backdrop of live DJs. We then set up an ambassador program gifting complimentary memberships to select media and influencers across fashion, art, music and fitness.

This approach was followed by a robust press office, making sure John Reed showed up in all the right places.

Key results:
Achieved 2nd largest share of voice in London premium gym market (28% SOV during launch phase August to November 2021 vs Equinox, Gymbox, Third Space)
52 earned editorial
+40 top media and influencers attended gym
507M PR reach in titles including London Evening Standard, GQ, BBC Radio + more
3 influencer partnerships with a 545k social reach