Fred Fitness is the world's first AI-powered gym - where smart technology meets personalized training at an accessible price point. When German parent company and fitness giant Clever Fit chose Santa Monica for their U.S. debut for Fred Fitness, they turned to ALLY to sharpen the brand, build buzz, shape the narrative, and execute a launch that would put this innovative concept on the map. From go-to-market strategy to influencer education campaigns to deep community and press relations, ALLY delivered a full-scale market entry—even when unexpected circumstances demanded a pivot.
THE CHALLENGE
Launching a new gym concept is hard. Launching the first AI-powered gym in the U.S. - backed by a European parent company unknown to American consumers—required more than standard marketing. Fred Fitness isn't a traditional fitness studio: its AI-driven assessment process, personalized workout plans, and smart equipment needed significant consumer education. ALLY's mandate: develop a go-to-market strategy, build pre-launch awareness through trusted voices, establish Fred Fitness as a valued community partner, and produce a grand opening that would make Santa Monica take notice.
Photo credit: @fitnesslifestylegroup
THE ALLY MANDATE
ALLY was engaged to develop the full pre-opening momentum for Fred Fitness. Our focus was to introduce the concept to press, influencers, and local tastemakers while building a foundation for long-term brand visibility and community trust. We served as the bridge between founders, CMO, and the U.S. market, managing storytelling, press, early digital presence, influencer engagement, and pre-launch event strategy.
BUILDING THE BUZZ
ALLY launched a comprehensive influencer education campaign months before opening. We identified and vetted local wellness and fitness content creators—voices with credibility in the Santa Monica fitness community—and invited them to experience Fred Fitness firsthand. From the AI-powered health assessment to the personalized training technology, these creators walked through the full member journey and shared authentic content with their communities. This wasn't about polished ads; it was about trusted recommendations that explained what makes Fred Fitness different. The result: a groundswell of curiosity and pre-registrations before doors officially opened.
EMBEDDING IN THE COMMUNITY
A European brand entering the American market needs more than influencer shout-outs and media coverage—it needs local credibility. ALLY cultivated relationships with the Santa Monica Chamber of Commerce, Downtown Santa Monica Inc., and the Mayor's office, positioning Fred Fitness as a committed community partner. We facilitated introductions, aligned messaging with Santa Monica's broader economic development narrative, and secured civic participation for the grand opening.
Beyond stakeholder relations, ALLY brokered a hyper-local advertising collaboration with Laemmle's Santa Monica 7 theater, putting Fred Fitness on screen for moviegoers in the heart of the neighborhood. These relationships would prove especially meaningful when the wildfires changed everything.
PREPARING FOR LAUNCH
ALLY embedded with Fred Fitness to build the foundation for a successful market entry. We developed comprehensive PR and media strategies, created brand messaging that translated German fitness innovation for American audiences, and prepared the team to tell their story. Our media training equipped CEO Andre Enzensberger and the Fred Fitness staff with key talking points, interview techniques, and confidence for broadcast TV. We crafted press materials, coordinated ongoing influencer partnerships, and ensured every stakeholder—from content creators to city officials—was ready for launch day.
WHEN PLANS CHANGED: COMMUNITY FIRST
The grand opening was scheduled for early January 2025. Then the LA wildfires devastated communities across the city. Fred Fitness made the decision to postpone the official launch—but not to stay closed. Instead, they opened their doors to the community, offering free workouts, showers, and a place to gather during an incredibly difficult time. ALLY supported the pivot, helping communicate this message of solidarity. It was a moment that demonstrated Fred Fitness's values before they'd even officially launched—and deepened the relationships we'd built with local stakeholders.
GRAND OPENING: MAKING NEWS
When February arrived, ALLY orchestrated a launch that delivered maximum impact. We secured back-to-back live broadcast segments on FOX11 and KTLA—with reporters on-site for multi-hour coverage featuring CEO interviews, trainer demonstrations, and live workouts.
Local press joined the moment too, including the editor of Santa Monica Daily Press. The ribbon cutting brought together Santa Monica Mayor Lana Negrete, Chamber of Commerce CEO Judy Kruger, and Downtown Santa Monica CEO Andrew Thomas—relationships ALLY had nurtured for months. Hundreds of guests filled the space throughout the day, experiencing the AI-powered concept firsthand. ALLY managed every detail: run of show, talking points, parking logistics, and on-site coordination.
THE COVERAGE
ALLY's hyperlocal media strategy delivered results - and then some. Our biggest win: a full-page feature in the LA Times, putting Fred Fitness in front of the city's most influential readership. On broadcast, we dominated LA morning television: FOX11 and KTLA each aired 4-5 live segments - minimum three minutes each - with reporters on-site testing the gym, going through the AI assessment, and experiencing the technology firsthand. Additional features landed in LA Business Journal, Santa Monica Daily Press, Santa Monica Mirror, DoLA and fitness trade media such as Fitt Insider and Athletech - positioning Fred Fitness as an innovation story. The "AI-powered fitness" angle resonated with tech and lifestyle press, while the Santa Monica location connected to broader narratives about the city's growth and forward-thinking business community.
Launching a new brand, a new concept, and a European company in the U.S. takes groundwork: weaving networks, earning local trust, educating the market, and showing up when it matters. ALLY laid that foundation. Six months of strategy, creator campaigns, civic relationships, and media preparation came together when it counted - broadcast crews on-site, the mayor cutting the ribbon, and a community that already knew the name before the doors officially opened. Fred Fitness built on it.
ANDRÉ ENZENSBERGER
CEO Fred Fitness
"ALLY understood our vision from the start and knew exactly how to communicate it to American audiences. They didn't just handle PR—they made us part of the Santa Monica community. When the wildfires forced us to postpone, they helped us pivot to support our neighbors instead. From city officials to local creators to broadcast media, ALLY opened every door.
We couldn't have launched without them."