JOHN REED

Launching John Reed as a major player in London’s premium fitness scene

THE BRIEF

Launch international fitness brand John Reed into the UK market post-pandemic – cutting through a saturated space and landing with cultural impact.

WHAT WE DID

We built early buzz by immersing media, tastemakers, and influencers in the full John Reed experience – from high-energy workouts to live DJs and immersive art.

The launch began with an exclusive event that brought the brand’s unique fitness-meets-culture DNA to life.

A ambassador programme and a targeted press office guaranteed continued momentum going across channels.

RESULTS

Mass cultural impact – 240M+ press and social media reach

Landing in the right places - 50+ earned editorial including GQ, Evening Standard, Tatler, Sheerluxe, Stylist

We made John Reed a major player – 2nd largest share of voice in London’s premium gym market

Results

2nd largest share of voice in London premium gym market. 28% During launch phase Aug-Nov 2021 VS. Gymbox, Equinox, Third Space
40+ top media & influencers attended gym
52 earned editorial
3 Influencer partnerships
545k social reach
507M PR reach in titles including London Evening Standard, Sheerluxe, GQ, Metro, BBC Radio