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' Growing Fitness Memberships '

Client: Fusion Lifestyle
Brand: Fusion Leisure Centres

The challenge
Leisure management charity, Fusion Lifestyle, enlisted our support to ensure that their growing portfolio of leisure centres secured the necessary profile in regional press in order to attract and retain new members.

Audience insight
In the competitive fitness market, one of the greatest challenges for leisure providers is membership retention - so any communications activity had to not just attract new member enquiries, but remind existing members what sets Fusion Lifestyle gyms apart from the rest.

Research among Fusion Lifestyle members indicated that the quality of services provided was ranked only marginally higher than convenience of location in importance. This insight helped us to prioritise promotion of individual centres in hyper-local media titles, with a secondary focus of raising awareness of Fusion Lifestyle as a brand.

Now, as well as managing proactive media outreach and a reactive press office service across all regions for the brand, we have also set up Facebook pages and content guidelines for all key leisure sites.

Results
To date we have supported Fusion Lifestyle with the launch or redevelopment of over thirteen sites across the South East, securing more hundreds of pieces of coverage and ensuring that the brand has been featured in every major relevant local media title.
One more thing

Our ‘Give it a go’ approach to media relations has seen us teach a Guardian writer to swim, a Metro reporter to sail and numerous regional journalists to Zumba!

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