How to establish a European fitness brand into Los Angeles' most competitive wellness neighborhoods and build cultural buzz for two new locations?
With John Reed already operating their downtown LA gym, ALLY was brought in to orchestrate the cultural arrival of two key expansion locations—Santa Monica and West Hollywood.
Through strategic tastemaker engagement and community building, the openings turned into cultural events that resonated with each neighborhood's unique identity.
Stapelstein faced substantial hurdles: zero brand awareness in the US market, premium pricing in a competitive category, and the need to build pre-launch buzz before products were physically available—all with a budget far below typical US market entry investments
THE CHALLENGE
Launch internationally acclaimed fitness brand JOHN REED FITNESS into the hyper-saturated Los Angeles market with two new locations in Santa Monica and West Hollywood.
Generate immediate high-energy buzz and drive member sign-ups within tight turnaround times. Translate JOHN REED’s cutting-edge facility and European club vibe to resonate with distinct local audiences while establishing the brand as an instant cultural force from day one—not just another gym.
THE HOLISTIC APPROACH
We activated a community-first strategy designed to bring together LA's tastemaker communities from arts, music, culture, and wellness.
Rather than broad marketing, we focused on identifying and building relationships with the right voices—those who naturally drew their own crowds and could authentically champion the brand.
Our approach centered on creating genuine connections that would transform into multiple media placements, in-depth editorial coverage, and organic excitement leading up to each opening. Working with limited budgets and timelines, we succeeded by prioritizing authentic relationships over traditional advertising spend.
STRATEGY IN MOTION
We tailored community engagement to each neighborhood's identity, partnering with local governments and chambers of commerce for authentic integration.
Santa Monica: Wellness advocates, design enthusiasts, and beach community fitness voices.
West Hollywood: Nightlife, fashion, and music tastemakers who define the neighborhood's cultural energy.
Each opening told a bigger story—a brand expanding thoughtfully across LA through genuine local partnerships.
STRATEGIC EXECUTION – Press Relations
We built direct relationships with local editors and fitness influencers while targeting national media voices. Strategic placements included premium newsletters, editorial features, and PRNewswire distributions for SEO impact.
Results: 700+ media pickups reaching hundreds of millions across FOX11, KTLA5, LA Times, WWD, Santa Monica Mirror, Club Industry, Flaunt, and LA Mag. We secured in-depth features that highlighted authentic community integration—not just announcements.
STRATEGIC EXECUTION – Talent & Tastemaker Relations
We activated hundreds of local tastemakers across fitness, wellness, fashion, music, arts, and nightlife communities for both openings. These weren't transactional partnerships but authentic relationships that drove genuine sharing across Instagram, TikTok, and YouTube.
Results: Nearly 1M newsletter reaches, hundreds of thousands of web and social impressions, thousands of direct clicks to John Reed pages, plus hundreds of in-person event attendees. We transformed gym openings into cultural moments that felt like neighborhood celebrations.
THE ALLY DIFFERENCE
What set this expansion support apart wasn't just tactics—it was cultural fluency and relationship authenticity.
Despite budget constraints and tight timelines, we identified the voices that mattered and built genuine connections that lasted beyond launch day.
We helped John Reed's expansion feel organic to each neighborhood, supported by communities that genuinely embraced the brand. This approach transformed gym openings into cultural integrations.
This is the ALLY approach: authentic relationships, cultural fluency, and community-first thinking.
We don't just help brands expand. We help them integrate—with genuine community support and lasting cultural relevance.
For established brands looking to meaningfully expand into new communities, we're not just your agency.
We're your ALLY.