BC Block: Raising the Bar for Nashville Fitness
In February 2025, Shawn Booth opened BC Block, an 11,000-square-foot group fitness facility in Wedgewood-Houston. Designed as a one-stop destination for wellness, BC Block offers strength training, treadmill classes, Lagree workouts and a full suite of recovery services, including saunas, cold plunges, IV therapy and childcare. REED was brought on to manage media and influencer relations for the grand opening, focusing on building buzz, growing brand awareness for Booth’s latest venture and attracting a broader audience to a gym traditionally known for its female clientele.
Insight
Our first instinct with a high-profile client like Shawn Booth might be to lead with his name, but our discovery process revealed a different opportunity. The goal was to let BC Block’s standout features speak for themselves, shifting the spotlight from Booth’s celebrity to the facility’s unique value.
Strategy
We zeroed in on BC Block’s all-in-one approach to wellness. Touring the space, we discussed how many fitness fans juggle multiple memberships just to access recovery tools, childcare and a variety of classes—this was a one-stop-shop. We invited influencers to experience BC Block with no posting requirements and encouraged them to bring a guest. This created an authentic, low-pressure environment. Once they saw what BC Block could offer, many came back on their own and shared their experience with their circles.
Activation
REED curated a list of influencers and tastemakers that reflected BC Block’s ideal audience—health and wellness enthusiasts, parents and Nashville business owners. We managed all communications, set up a tiered system for influencer offerings and streamlined booking, so everyone could try the classes that interested them most. We also worked with Booth to reach out to his celebrity contacts and layered in targeted outreach to those with whom REED had existing relationships.
Results
REED delivered on the goal of positioning BC Block as a welcoming, inclusive fitness destination for all ages, genders and fitness levels. The campaign helped diversify the gym’s membership, inviting more Nashvillians to experience this all-encompassing wellness space. Between February and April 2025, 42 influencers and tastemakers coordinated by REED visited BC Block. Their visits sparked 15 organic social media posts, reaching nearly 700,000 followers.