Founded by Brisbane-based trainer turned Co-founder / CEO, Peter Hull, Fitstop’s business model is inspired by the concept of providing fitness professionals the same level of support, expertise and mentorship they offer their clients. But with the Australian gym market dominated by international competitors, the brand required a PR agency that would ‘Stop at Nothing’ to cut through the noise, lift Share of Voice and build the profile of the home-grown brand, nationally. Enter The Red Republic.
Staggered in three-month increments, our initial goal was to generate awareness around Fitstop’s incredible story of growth – from the brand’s humble beginnings in a Brisbane garage, to its evolution into an industry leader challenging the current fitness and franchise mould as we know it.
Having laid a strong foundation, our strategy then interchanged between consumer and business case studies, talent and profiling to really drive brand exposure, awareness and credibility within consumer and business press; ultimately leading to an increase in memberships and franchise enquiries.
Ambassadors and hero transformations were leveraged to secure the attention of local and national consumer titles, including a four-minute segment on Seven’s The Morning Show, a half page feature in The Courier Mail, and 1:1 interviews with Herald Sun, resulting in syndications across the News Corp mastheads, and 9Honey.
In late 2019, Fitstop welcomed Australian model and television personality Kris Smith to its franchise family – launching the brand into the Melbourne market and solidifying the brand’s reputation as Australia’s fastest growing fitness family.
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