Launching a boutique fitness and yoga studio

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Brand Strategy, Health & Wellness, Key Messaging

Launching a boutique fitness and yoga studio

Odinson

Challenges

Odinson, a boutique, independent fitness studio opened in Sheung Wan in June 2016. The 2-floor wellness hub is the first boutique studio of its kind to provide a balanced offering of personal training and yoga. The studio is also home to Mr. Green Juice, a premium-quality organic juicery and eatery.

The key challenge was to build awareness of the brand in a highly competitive and saturated fitness market. The location is also within a multi-story building with no shop front to attract footfall. Odinson’s commitment to small classes and personalised offerings was reflected in their membership pricepoints, higher than larger fitness chain competitors.

The strategy needed to generate buzz and awareness around the Odinson brand and points of difference. Our messaging positioned Odinson as a fitness and yoga studio that focused on a balance of fitness and yoga for a transformation of mind and body. Championing holistic wellness, our message was of a balanced offering of fitness, yoga and nutrition for optimal health.

Approach

Hosted a media launch event with small group yoga and fitness training followed by a nutritional supply of smoothies, reinforcing the brand message of holistic, balanced health
Identified and media trained suitable spokespeople to represent the brand and advocate Odinson’s unique wellness ethos. Secured various health columns and videos for spokespeople
Built stories and messages around fitness and health trends throughout the year to guarantee regular, on-brand coverage
Arranged venue loan for photo shoots with notable fashion media to showcase the studio’s beautiful and distinct design
Lined up barter deals with media for reader giveaways of new promotions and offerings

Outcomes

Quality coverage achieved in major lifestyle publications such as Cosmopolitan, Elle, Hong Kong Tatler, Lifestyle Asia, SCMP, Liv, Esquire, Men’s Uno
Positive coverage and reviews from journalists through actively hosting trial classes
The studio received a spike in bookings and memberships following coverage and reviews in top publications
Over 80 stories published across lifestyle, beauty and health titles

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