HYROX: Leading the Global Fitness Revolution
The Challenge:
When HYROX, an emerging force championing the sport of fitness racing, sought a PR partner, they turned to Fittest PR. The mission? Craft a transformative market entry strategy for the UK, and subsequently, set the tone for HYROX as a global fitness sensation.
The Strategy:
A multi-level narrative blitz establishing key consumer demographics and communications pathways, targeting coverage that educated and informed the average fitness consumer on the event, the sport, the lifestyle and the global movement.
Our reach isn't limited to traditional PR boundaries. Embracing a comprehensive global strategy, we blended Influencer Marketing, Content Creation, and targeted communications to establish a commanding platform for HYROX, signalling a new era in international fitness.
The Execution:
With a nuanced understanding of fitness communications across various territories - from the US, UK, and Europe to the Nordics, we orchestrated gym tour events, tapping into influential networks and strategic brand partnerships.
From Men’s Health editors reporting on their experience running the race to finding out what happens when a journalist from The Times works out with the world’s fastest man Hunter McIntyre and fostering a culture of sports coverage through industry titles like Barbend and Roxlyfe we carved our way into mainstream press recognition.
The Results:
Over 700 pieces of global PR coverage talking to consumers in the most trusted and most read titles on earth
An impressive rise in participants post-COVID, from 30,000 to an astounding 175,000.
The emergence of HYROX as a powerhouse in professional fitness racing scenes across regions.
The Outcome:
Our success with HYROX's UK debut was only the beginning. As custodians of their worldwide PR blueprint, we've elevated HYROX's presence across key markets - US, UK, Nordics, and Europe. Our vision? To position HYROX as the unmatched leader in the fitness domain, globally.
The Channels:
By seamlessly integrating traditional media, podcasts, influencer partnerships, and pulse-racing events, we've solidified HYROX's position at the forefront of global fitness dialogues.
Experience the global HYROX movement: hyrox.com
