DRIVING COMMS FOR F45 TRAINING AND PIVOTING EFFORTS DUE TO COVID-19

Founded in Australia in 2012, F45 Training is one of the fastest growing fitness franchises in the world

Company Goal:

F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups.

Clarity's Challenge:

Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

About

Founded in Australia in 2012, F45 Training is one of the fastest growing fitness franchises in the world, but brand awareness in the US market lagged behind its other key regions. F45 engaged with Clarity to up-level share of voice in the fitness sector and drive both franchise sales and new member signups.

Clarity proposed a communications reset, beginning with building a strong foundation from the ground up in the US market. This included refreshing the corporate messaging to appeal to a US audience, building a multi-pronged media relations strategy to get spokespeople in front of the right reporters, and integrating with F45’s in-house marketing team to ensure all external facing initiatives laddered up to its larger business objectives.

Clarity began by executing full court press to increase visibility among tier one media while being very precious with the leadership bench to ensure all secured coverage would be directly responsible for moving the needle (a strict quality over quantity approach).

Clarity also overhauled the corporate narrative and identified timely initiatives/announcements to both generate a steady drumbeat of coverage across both national and local market press and to drive new members to studios.

The team also supported with on-the-ground press and influencer events, including initiatives for key partnerships with brands like APL and investors like Mark Wahlberg. Clarity also worked with select reporters to bring them into the studios to experience the F45 difference for themselves and convert them into true fans of the brand.

As the global fitness climate dramatically shifted in response to COVID-19, Clarity immediately pivoted its strategy to support F45’s accessible, at-home workout product, helping to drive additional awareness and revenue for franchisees during an acutely challenging period for the business while ensuring messaging remained consistent across the business.

Clarity was truly a thought partner with F45 and served as a key advisor for comms/marketing initiatives across the global organization. In addition to serving as strategic counsel, Clarity helped F45 foster strong, long-term relationships with key media through its in-studio experience initiatives and placed numerous pieces of target-right coverage in the likes of Fast Company, CNBC, the Zoe Report, Access Hollywood and Men’s Health. Clarity also secured F45’s inclusion on Fast Company’s 2020 Most Innovative Companies List.

Results

• Clarity secured F45’s inclusion on Fast Company’s 2020 Most Innovative Companies List

• Extensive high quality coverage and relationship building with Fast Company, CNBC, the Zoe Report, Access Hollywood and Men’s Health

• Clarity became key advisor for comms and marketing initiatives across the global organization