Pause Studio Green Hills
Pause Studio, a franchise of experiential wellness studios based in Los Angeles, opened its first Tennessee location in Nashville, employing REED to increase brand awareness in the community through media and influencer outreach and visit coordination.
Pause Studio is more than a spa. Offering holistic wellness and recovery solutions including cryotherapy, contrast therapy, floatation therapy and more, it was imperative to reach the right audiences and drive organic coverage to build credibility for the brand in a new market. Through securing visits for local media, influencers and community tastemakers, we were able to not only build awareness but a strong following and appreciation of the studio and its services.
Our work included media, influencer and community tastemaker outreach to highlight the opening of Pause Studio Green Hills and continue generating interest and coverage of the studio following its opening. We collaborated with the Pause team to coordinate visits and experiences as well as attendance for the soft opening dates and ribbon-cutting ceremony.
INSIGHT
According to McKinsey, the wellness market is growing at a five to 10 percent rate year over year, and United States consumers–particularly Gen Z and Millennials–are now more in line with those in the United Kingdom and China, with 82 percent reporting wellness as a top priority in their everyday lives and purchasing more wellness products and services than older generations.
This significant growth in the wellness market signals not only opportunity for success but also increased competition and challenge to stand out to consumers. Identifying this unique balance, our team crafted a strategic communications plan to build an organic following in the Nashville community, leveraging external validators to increase credibility for the brand and its offerings.
STRATEGY
REED worked with Pause Studio Green Hills to identify core target audiences and a strategy for sharing the news of the space and its offerings ahead of and following its opening. This included a press release announcing the grand opening, continued media outreach to highlight Pause as a leader in the local wellness space and complimentary visits to try out services during the soft opening phase for identified target contacts.
ACTIVATION
We connected Pause Studio Green Hills with other local Nashville businesses that were a natural fit for the brand to collaborate on community pop-ups, where Pause could reach consumers where they are. Additionally, we conducted outreach and extended invitations to try out services, free of charge, to local media, influencers and influential community members to further spread Pause’s offering of holistic wellness and recovery solutions.
RESULTS
Throughout our partnership, we secured 82 pieces of coverage across traditional media and social platforms, reaching over 428 million people. In addition to coverage, we coordinated 88 visits for media, influencer and influential community members to enjoy complimentary services, which drove organic growth for the studio’s social media and client base.
Through our efforts, the Nashville chapter of the Public Relations Society of America (PRSA) awarded our team in 2025 in the Influencer Marketing category for our campaign, LA Wellness Studio Opens First TN Location.