John Reed Fitness
About
A go-to-market strategy for RSG Group's launch of John Reed Fitness into Los Angeles, introducing the brand's U.S. flagship location in Santa Monica and expansion to West Hollywood. The campaign transformed gym openings into cultural events through tastemaker engagement and neighborhood-specific community building, translating John Reed's European club-style identity—a bold fusion of fitness, art, and music—into a story that resonated with LA's trend-driven audience.
www.us.johnreed.fitness
The Challenge
John Reed Fitness needed to establish an immediate presence and cultural credibility in Los Angeles' hyper-competitive fitness landscape. The objective was to build immediate awareness and drive rapid member acquisition by translating John Reed's European club-style identity—a bold fusion of fitness, art, and music—into something that resonated authentically with LA's trend-driven audience.
With one downtown location already operating, the brand was expanding to Santa Monica and West Hollywood—neighborhoods with established fitness cultures, discerning audiences, and countless competing gyms. The challenge was generating high-energy buzz and driving member sign-ups within tight timelines and limited budgets. The goal was to position John Reed as an instant cultural force, not just another gym opening.
The Approach
A community-first marketing strategy was developed to introduce John Reed Fitness to Los Angeles in a way that felt authentic and culturally relevant. Rather than relying on traditional advertising, the focus centered on building relationships with local tastemakers across fitness, art, music, and wellness—voices capable of naturally amplifying the brand and drawing their own audiences. By prioritizing authentic connections over paid promotion, the launch generated meaningful earned media coverage, influencer engagement, and organic buzz. Despite limited budgets and tight timelines, creativity and collaboration with local organizations, government partners, chambers of commerce, and media outlets helped anchor the brand in the community.
The strategy was tailored to each neighborhood's distinct identity: Santa Monica engaged wellness advocates, design enthusiasts, and beach community fitness voices, while West Hollywood targeted nightlife, fashion, and music tastemakers who define the area's creative energy. Press relations built direct relationships with local editors and fitness influencers while targeting national outlets through premium newsletters, in-depth editorial features, and PRNewswire distributions for SEO impact. Hundreds of local influencers were activated across Instagram, TikTok, and YouTube—not as transactional partnerships but as authentic relationships that transformed openings into neighborhood celebrations. The result was a high-impact introduction that positioned John Reed Fitness as both culturally relevant and community-connected.
The Impact
The launch generated significant brand visibility and community engagement, transforming the John Reed Fitness opening into a cultural moment that established the brand as a destination rather than just another gym. The campaign achieved measurable performance outcomes while creating authentic neighborhood integration that extended beyond launch day.
Tastemaker & Influencer Engagement:
Hundreds of local tastemakers and influencers activated across fitness, wellness, fashion, music, art, and nightlife
Nearly 1 million newsletter reaches through authentic tastemaker partnerships
Hundreds of thousands of web and social impressions
Thousands of direct clicks to John Reed membership pages
Hundreds of in-person attendees at opening events
Organic content generation across Instagram, TikTok, and YouTube built on genuine connection rather than paid promotion
Media Coverage:
700+ media pickups reaching hundreds of millions of impressions
Features across FOX11, KTLA5, the Los Angeles Times, WWD, Santa Monica Mirror, Club Industry, Flaunt, and Los Angeles Magazine
Premium newsletter placements and feature stories that underscored the brand's authentic integration into the local community
PRNewswire distribution strengthened SEO visibility and sustained awareness
