National Consumer Campaign

The Challenge: Raise Awareness and Drive Attendance to the Brick-and-Mortar Launch of KINRGY

Dancer, singer and actress Julianne Hough was looking to turn her online fitness program KINRGY into a national, brick-and-mortar fitness franchise. KINRGY struck a deal with one of Fishman PR’s franchise clients to rebrand their studios to KINRGY studios, starting with the West Hollywood location. The Fishman PR team was tasked with raising awareness for the KINRGY concept on a national level to help jumpstart this brick-and-mortar transformation of the brand. The client was looking for high-level, national media opportunities to help consumers understand what KINRGY is and generate buzz around the studios to come across the country.

The Solution: National Media Relations Including Launch Party Invites, Trial Classes, and Exclusive Interviews

• From a tactical and strategic standpoint, Fishman PR executed a national media relations campaign that gave select media exclusive access to the news.
• Efforts began with an embargoed press release distributed to top-tier national media outlets, which detailed Julianne Hough’s personal connection to the brand and how the partnership with Xponential Fitness would expand it into brick-and-mortar locations.
• Leading up to the grand opening of the first location in West Hollywood, the Fishman PR team secured invitations for high-profile media to experience the KINRGY workout and tour the studio.
• The launch event included on-site DJ entertainment and giveaways. Select journalists were offered exclusive interviews with Julianne at the opening event as well.
• Follow up coverage ensued after the event to maintain post-launch momentum and secure additional interview opportunities for the brand.

The Outcome: Wide-Ranging, Top-Tier Media Coverage, and Brand Awareness

The Fishman PR team secured dozens of high-level national placements, spotlighting the studio debut of KINRGY and what the workout entails – totaling more than 700 million impressions. Media outlets that covered the national brick-and-mortar launch included PEOPLE Magazine, E! News, Healthline, Women’s Health Instagram, SHAPE Instagram, and The TODAY Show. Several national media journalists also attended the grand opening of the West Hollywood studio and did trials of the workout, which later turned into stories on The Everygirl and EatingWell.