BACKGROUND

CycleBar is the first ever franchise-owned premium indoor cycling studio in the world. New franchise owners hired Reed Public Relations to lead PR and community relations efforts for the first of three studios opening in the Nashville area. The first studio had a big opportunity to launch strong given the brand’s established reputation in other markets and a top-tier Nashville location in the heart of the trendy Gulch neighborhood.

 

STRATEGIES + TACTICS

RPR developed and implemented a comprehensive local media strategy targeting traditional media for the initial opening announcement and tapped top fitness, lifestyle and wellness bloggers and social media influencers to amplify the buzz through a private “fit-fluencer” workout event. RPR also managed and created engaging content for the CycleBar The Gulch Instagram page throughout the launch, working closely with the staff to develop creative content and post new Instagram stories daily to share information about the new studio, preview rides, instructors and in-studio happenings.

In addition to reaching individual consumers through media relations and social media efforts, RPR coordinated partnerships with dozens of local businesses, universities and other organizations to create a private ride program for their groups ahead of the opening. During these private rides, our team facilitated mini events that partnered the studio with local companies to cultivate a community feel. Free treats from ONEHOPE Wine, King of Pops, Jackalope Brewing and Nut Butter Nation were enjoyed after the classes to highlight the concierge level service CycleBar provides each rider.

 

RESULTS

Leading up to the opening, RPR secured media placements in multiple outlets including The Tennessean, Nashville Post and WSMV’s Today in Nashville to earn more than 2.5 million media impressions. Social media posts from the private “fit-fluencer” ride reached a total audience of 188,871 followers from top attendees such as StyleBlueprint, Nashville Fit Foodie, Glitter Guide, The Nashville Guide and more.

RPR also secured and organized a total of 32 private rides that brought more than 2,000 unique riders into the studio prior to the official opening and ultimately resulted in the sale of class packages at a discounted rate to help ensure the riders would be back for another class.

As an additional result, RPR has now opened multiple franchise locations for the CyclerBar brand.