First-ever national workouts and wellbeing week raises money for Mind whilst driving memberships
Earlier this year, Anytime Fitness UK announced they had partnered with mental health charity Mind. Brokered by Promote PR, the partnership aims to promote the synergy between physical activity and positive mental health whilst at the same time raising vital funds for Mind to support their work.
The first activity in the partnership saw Promote and Anytime Fitness launched the first-ever National Workouts and Wellbeing Week at the end of March. An officially registered national awareness week, Anytime Fitness opened up the doors of its 160+ UK clubs for free for the duration of the week, offering complimentary seven-day gym passes to encourage more people to get active. With clubs also hosting a number of additional in-club activities including wellness workshops, accessible fitness challenges and prize raffles, for each new member sign-up during the week Anytime Fitness pledged to donate £10 to Mind.
Promote supported the week with media and influencer engagement to reach an audience of over 13 million. Expert comment from Anytime Fitness’ master trainer driving coverage in Cosmopolitan, Red, Prima whilst Coach dedicated a whole feature to Workouts and Wellbeing Week. Our engagement with mental health campaigners and fitness influencers generated over 25 social posts promoting the week.
Both Mind and Anytime Fitness deemed the week a win win for both parties. Anytime Fitness recruited 2,390 new members during the week, with some franchise owners citing that the activity helped March deliver more new sign-ups than the traditional peak month of January and those new members sign-ups drove fundraising of £24,000 for Mind!
Over 13 million
New member sign ups
Raised for Mind
What do our clients think?
"We’ve experienced a positive shift in perceptions for Anytime Fitness in the past 12 months. Promote have played a significant role in achieving this via a constant stream of positive editorial and partnership introductions."
Neil Randall, Director of Sales & Marketing, Anytime Fitness
"Whilst our relationship is still in its infancy, Promote have already brought some fresh and exciting thinking to our campaigns. They have quickly established themselves as an integral agency partner as we strive to elevate the Dunlop brand globally."
Jamie Douglas, Global Marketing Director, Dunlop
"Leandra and Emma put tremendous effort into our Global Press Event, with true professionalism at all times. I was extremely pleased to have them both there, life was much easier with the two of them in control!"
Lucy Johnson, Marketing Director, Polar
"Promote’s experience and reputation within sport and fitness is exceptional, and we have benefited from their vast network to establish an engaging influencer programme and steady stream of coverage promoting the nutritional benefits of nut butters."
Sue McIntosh, Head of Marketing, Meridian Foods
"It’s always a pleasure working with Promote. Their recent Behind Every Great Player campaign for the Vitality Hockey Women’s World Cup was something really different for us. It was a simple, yet emotive concept that the whole squad could relate to and helped us to celebrate the unsung heroes behind the players."
Craig Mortimer-Zhika, Communications Manager, England Hockey
"It's been great working with the Promote team again and we love the #SheRows campaign they created to help get more women on the indoor rowing machine. They understand how to create a campaign with media appeal - we're thrilled with the coverage so far!"
Sophie Galasinski, Head of Communications and Marketing, British Rowing
"Promote hosted an incredibly informative social media workshop for our teams with the aim of improving their online profiles. We have had fantastic feedback from the athletes, some great open conversations on social media and it provided a great way forward as we look to inspire and influence others to engage with the sport."
Lisa Pearce, Chief Executive, British Wheelchair Basketball
"It’s been a pleasure to work with Promote over the past few years. They have been such a great help across the Inner Warrior campaign and their expertise has been critical in spreading our message through both regional and national media."
Clare Cooper, Rugby Growth Manager, RFU
"The Promote team have been with us from the start and they’ve been an outstanding communications partner for nearly four years. Sue’s knowledge and connections across the broader physical activity sector have been invaluable to Elevate. We know we are working with the best in the industry."
Max Quittenton, Director, Elevate
"For over a decade, SIBEC has worked with Promote PR and it has been an absolute pleasure. Promote are an efficient, friendly, proactive team who are always one step ahead, and they have consistently delivered outstanding service with a smile."
David Zarb Jenkins, Event Director, SIBEC