When it was time for the national fitness franchise to launch in Middle Tennessee, local owners hired us to lead PR and community relations efforts for three studios in the Middle Tennessee market.
CycleBar
INSIGHT
A good workout comes in many forms…sometimes that includes an expertly mixed playlist and bike.
STRATEGY
Develop a message that creates buzz and showcases the concierge-level service that CycleBar provides while showcasing CycleBar’s commitment to the Nashville community.
ACTIVATION
We developed a local media strategy targeting traditional media for the initial opening announcements and tapped top fitness, lifestyle and wellness bloggers and social media influencers to amplify the buzz through a private “fit-fluencer” workouts.
In addition to reaching individual consumers through media relations and social media efforts, we coordinated partnerships with dozens of local businesses, universities and other organizations to create a private ride program for their groups ahead of the opening.
Each launch strategy was customized to the individual market/neighborhood, whether it was The Gulch, Maryland Farms or Franklin.
RESULTS
The combination of more than 3.5 million media impressions and buzz from the “fit-fluencer” workouts provided successful grand openings for each area.