3.5M
Social Impressions
18%
Uplift in Share of Voice
1000+
Media Hits
Led strategic PR across four pillars of corporate comms for Xponential Fitness
TOP Agency elevated Xponential Fitness' corporate presence, positioning it as a thought leader in the $20B+ boutique fitness industry.
The Brief
Xponential Fitness, the largest franchisor of boutique fitness brands globally, tasked TOP Agency with enhancing its corporate image and asserting its leadership in the competitive fitness market. With a need to communicate its data-driven growth strategy, franchise success, and digital innovation, Xponential aimed to secure consistent media coverage in top-tier business and trade outlets. The challenge was to establish a strong corporate narrative that could simultaneously support brand-wide partnerships, the upcoming launches of their app XPASS, and their on-demand workout program Xponential+.
The Execution
TOP Agency executed a robust PR strategy focused on Xponential’s corporate track, emphasizing its Five Operational Franchise Pillars: Real Estate, Construction and Design, Integrated Sales Platform and Support, Studio Recruitment, and Marketing. We crafted narratives that showcased Xponential’s commitment to making boutique fitness accessible and highlighted its sophisticated digital platform and technology.
While a plethora of data was available via the platform, we were meticulous in how we utilized the information to drive timely hits without compromising studio-specific pitches. C-Suite leadership was constantly interviewed in business publications while fitness instructors were quoted in consumer publications, often commenting on seasonal trends or dissuading fitness myths.
The Result
The corporate PR campaign significantly bolstered Xponential Fitness’ visibility and reputation. We achieved top-tier placements in major business outlets, positioning Xponential as the premier leader in the boutique fitness sector. The campaign generated over 3.5 million social impressions, reinforcing the brand’s image.
Our team secured placements in leading business outlets such as Athletech News, Washington Post, Women’s Health, and more, presenting Xponential as a trailblazer in the fitness industry; surpassing share of voice with major competitors like Peloton.. We also targeted fitness and franchise trades, reinforcing Xponential’s franchise support system and strong growth metrics. These efforts were complemented by mentions of XPASS and Xponential+ in relevant contexts, ensuring that the new services were integrated into the broader corporate story.
While the primary focus was on corporate PR, the strategic inclusion partnerships, an app launch, and digital workout streaming service, these advancements kept media hooked to continuously cover the corporate narrative. This comprehensive approach not only strengthened Xponential’s corporate identity but also laid a strong foundation for the successful rollout of its new services.
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