JOHN REED Fitness — Culture Hype

THE OPPORTUNITY

RSG Group, the world’s leader in fitness and lifestyle, introduced JOHN REED Fitness to Dallas, making it the second location to open in North America, & the 42nd club to open internationally. CultureHype was tasked with helping launch the second US location of JOHN REED Fitness. Our goal was to position JOHN REED Dallas as the premier fitness studio in Dallas with a fun, club-like atmosphere. We wanted to create a loyal customer base and set JOHN REED apart in the eyes of Dallas residents.

THE DEVELOPMENT

Months before the gym opened, CultureHype wanted to tease the gym with an exclusive story to alert Dallas of what is to come. We worked with D Magazine on scoring an exclusive feature months before the opening so readers had time to see what the gym had to offer & receive the pre-sale discount. This premature work helped amp up the buzz around the exciting arrival of a new gym in Dallas.

JOHN REED needed hype in order to attract a cult following and convince the Dallas communities to ditch their current gyms. We knew the grand opening weekend had to be bigger & better than anything done before. We reached out to influencers and media to invite them to the grand opening weekend. CultureHype brought in Dallas’s most influential people & showed them why JOHN REED Fitness is the gym of their dreams. Tours, classes, DJ’s and a bar were just some of the iconic parts of the opening weekend. The grand opening was authentic to JOHN REED’s culture & personality while being extravagant enough to attract attention.

THE RESULTS

We executed a highly successful launch in Dallas, resulting in a high number of sign-ups with 13 pieces of media coverage & over 17,000,000 total impressions. These numbers were above & beyond the goal, proving JOHN REED had made its mark. JOHN REED was covered in broadcast media like WFAA’s Good Morning Texas & NBC’s Texas Today.

In addition to media coverage, we also pushed hard on influencer marketing. We invited Dallas’ top influencers to join us for the grand opening weekend of JOHN REED. This, in turn, created more media that was pushed out to potential members through YouTube, Instagram and TikTok. Social media presence was a key factor in this task, & the combined audience on Instagram was over 500,000 followers and 650,000 on TikTok. Now most people in Dallas know JOHN REED’s name & we have reached a vast audience from athletes to college students.