EōS Fitness
With more than 75+ locations open or on the way, EōS Fitness has rapidly become the accessible and affordable choice among gym-goers looking for a High Value Low Price (HVLP)Æ fitness experience with all the amenities and classes of high-price gyms. EōS Fitness is well-known among consumers for its affordable membership options and 24/7 gym access.
Why did they come to Off Madison Ave?
EōS Fitness sought to increase brand awareness of its gyms as they began expansion throughout Arizona, Nevada, Southern California and Utah. Off Madison Ave partnered with EōS Fitness to differentiate the brand from its competition, working to introduce the brand in new markets and support EōS Fitness’ goal of developing life-long fans and fitness practitioners.
How did Off Madison Ave tackle their gym marketing challenge?
Off Madison Ave got to work on a public relations outreach strategy . The agency initially approached the most motivated of audiences: local broadcasters in each market, answering demand for informative fitness advice and expertise for local viewers. Media coverage and positive brand awareness increased, however with more and more broadcasters dedicating increased airtime to hard news and paid media opportunities, Off Madison Ave pivoted its earned media strategy to make it easier for a behavior change by offering contributed content to digital and print media outlets, continuing to garner significant positive media coverage for the brand.
This shift in content strategy helped reinforce the brand as a thought leader in the fitness industry and created an opportunity to highlight, not only the high-end amenities available, but also EōS Fitness instructors and personal trainers in each market. The agency focused on print and digital media outlets in each market where EōS could manage its own narrative and participate in more proactive storytelling.
Utilizing Off Madison Ave’s strong media relationships within health, fitness and lifestyle, the PR team identified monthly fitness columns in a variety of print and digital magazines in multiple markets. By creating a steady stream of evergreen health and fitness content written in a universal style by EōS Fitness experts, the PR team pitched a variety of these topics each month to secure consistent media coverage in an efficient and cost effective manner, thus keeping the brand top of mind among members and potential new members.
These prompt-driven tactics were then replicated and expanded to new media outlets and new markets where gyms had yet to open as a way of raising awareness and excitement for the soon-to-be gyms. To date, Off Madison Ave is working with nearly 10 lifestyle, health and fitness media outlets in the four EōS markets to provide reoccurring monthly contributed content featuring the brand.
What were the results?
Off Madison Ave developed and reinforced relationships with a variety of new media outlets in multiple markets that have led to regular contributed content partnerships. These span not only print and digital platforms but also broadcast.
Off Madison Ave established the first editorial partnership with Arizona community TV station AZTV, which lead to a total of seven earned media segments. Additionally, the agency secured a monthly segment on ABC15 in Arizona, which led to a total of 12 earned media segments.
Additionally, Off Madison Ave has secured 20 unique contributed content articles on behalf of EōS covering a range of consumer health and fitness topics in a variety of print and digital media outlets in Arizona, Nevada, Southern California and Utah.
Learn more about Off Madison Ave
We understand how to influence behavior. We initiate and guide the conversations between our clients and their customers using strategic public relations, social media activity and content creation. Learn more about our approach to public relations and social media services.
