Target Audience
- Business owners and leaders
- Current franchisees and prospective franchise investors
- Fitness industry professionals
- Health and fitness enthusiasts, including athletes and sportspeople
The Challenge
Within a competitive and evolving fitness landscape, our challenge was to elevate Jetts Fitness’s profile across both consumers and prospective franchise owners. Our objective was to communicate Jetts’ franchise model and growth trajectory, positioning the brand as both a lifestyle-led and commercially viable investment opportunity.
It was critical to balance the messaging to resonate with consumers to convert to members while appealing to business owners seeking scalable and flexible franchise models.
The Strategy
Our strategy centred on building a dual narrative that positioned Jetts Fitness as both a leading consumer fitness brand and a high-performing franchise opportunity.
We focused on three key pillars: franchisee success, corporate growth milestones, and international expansion. This approach ensured consistent visibility across both business and mainstream media, while demonstrating the breadth and scalability of the Jetts model.
We showcased the benefits of franchising as a business model and why Jetts Fitness was the partner to do it with through highlighting features like the 24/7 gym access and flexible membership models.
Our approach also centred on corporate announcements and expansions into new markets to demonstrate the wide and international appeal of the brand.
The Execution
We activated the strategy through a series of targeted media moments, placing real stories and business milestones at the forefront.
Franchisee storytelling played a central role, with Brisbane-based owner Elle Atherton positioned as a case study for success. Her journey from corporate life to owning multiple clubs highlighted the flexibility and lifestyle benefits of the Jetts Fitness model.
To reinforce corporate credibility, we supported communications around the management buyout of the franchise division following the sale by Fitness & Lifestyle Group. This included developing messaging around leadership, strategic direction, and future growth opportunities.
The Outcome
The campaign delivered strong national and trade media coverage, significantly increasing visibility for Jetts Fitness across both consumer and business and franchise media.
Coverage spanned specialist and trade media including Health Club Management, Insider Franchise Business, Australasian Leisure Management, Mergermarket, Business Franchise Australia and New Zealand, Leisure Opportunities, Mi3, and The Indian Sun.
MediaCast also secured wide reaching consumer media through The Australian Business Network syndicating to The Australian, Daily Telegraph, Herald Sun, Courier Mail, Advertiser, NT News, Gold Coast Bulletin, Townsville Bulletin, Mercury and Cairns Post.