When it was time for the national fitness franchise to launch in Middle Tennessee, local owners hired REED to lead PR and community relations efforts for three studios.
CycleBar
INSIGHT
A good workout comes in many forms…and sometimes it includes an expertly mixed playlist and stationary bike.
STRATEGY
Develop messaging that builds buzz and showcases the concierge-level service that CycleBar provides, as well as the brand’s commitment to community.
ACTIVATION
We developed a local media strategy targeting traditional media for the initial opening announcement. Each studio’s launch strategy was customized to the individual market/neighborhood. We researched each area’s demographics and competition before finalizing the messaging. We also tapped top fitness, lifestyle and wellness bloggers and social media influencers to amplify the buzz through private “fit-fluencer” workouts in each neighborhood.
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 set up private ride programs for their members ahead of opening day.
RESULTS
The combination of more than 3.5 million media impressions and buzz from the “fit-fluencer” workouts resulted in successful grand openings for each new studio.