DAVID LLOYD CLUBS
High-impact, multi-channel campaign for European launch of BILT by Agassi & Reyes
OVERVIEW
Henman Sport + Entertainment was retained by David Lloyd Clubs—one of the UK’s most prominent health and leisure group operators—to deliver the European launch of BILT by Agassi & Reyes, a premium gym equipment range developed by tennis icon Andre Agassi and his long-time trainer Gil Reyes.
Our role was to deliver a high-impact, multi-channel campaign that positioned this revolutionary product at the heart of the European fitness and wellness conversation. With Andre Agassi making a rare UK appearance to spearhead the campaign, we designed and executed a landmark event that resonated with media, influencers, and consumers alike.
OBJECTIVES
Launch the BILT by Agassi & Reyes brand into the European health, fitness, and lifestyle markets.
Generate widespread media coverage across top-tier print, digital, and broadcast outlets.
Leverage Andre Agassi’s ambassadorial presence to amplify campaign credibility and engagement.
Deliver an engaging launch event and facilitate high-quality media content creation.
Position David Lloyd Clubs as an innovator in the fitness industry through exclusive product adoption.
STRATEGY & EXECUTION
Our campaign strategy was built around three pillars: profile, presence, and participation.
We developed a complete PR and content roadmap, orchestrating a media-facing launch event hosted by renowned sports broadcaster John Inverdale, featuring a live Q&A session with Andre Agassi. The event took place at a flagship David Lloyd Club and was designed to showcase both the innovation behind the BILT range and the ethos of its creators.
We facilitated seamless coordination with David Lloyd’s operational team and managed all logistical components, including branding, sound, lighting, and media setup. Our press office executed widespread media outreach across Europe, targeting mainstream, health & fitness, lifestyle, and sports verticals.
In addition to traditional media, we delivered a powerful digital activation campaign, including social media strategy and content, such as Vine clips, high-res imagery, and a four-minute HD showreel. Twitter engagement was driven via a real-time #AgassiBILT takeover, encouraging audience interaction and live updates throughout the day.
KEY COMPONENTS
European media relations strategy and execution
Media launch event with Andre Agassi, hosted by John Inverdale
Stakeholder management including internal DLL teams and Agassi's US representatives
Ambassador and talent liaison, including media interview scheduling
Content creation: video showreel, social clips, photography
Press materials: tailored press packs, interviews, and feature pitches
Social media engagement and campaign hashtag management
Event branding, production advice, and execution
Post-campaign reporting and media evaluation
RESULTS & IMPACT
The campaign delivered exceptional media value and audience reach, securing over 200 editorial articles across leading outlets.
Editorial Features Included:
The Guardian, BBC Sport, The Times, GQ, The Daily Mail, The Telegraph, Sky Sports News, ESPN/Wimbledon.com, and International Business Times, among others.
Broadcast Reach
• 2,396,000 viewers
• AVE: £35,940
• PR Value: £107,820
Print Reach
• Circulation: 41,023,757
• AVE: £231,930
• PR Value: £695,790
Combined Reach
• Total Audience: 43,334,394
• Total AVE: £263,796
• Total PR Value: £918,951
The BILT by Agassi & Reyes campaign achieved lasting brand awareness, enhanced David Lloyd’s innovation narrative, and cemented Agassi’s association with high-performance fitness in the European market.
‘We have been very impressed by the results which have created brand awareness for David Lloyd Leisure across the UK through the sport and lifestyle national and regional media. The media coverage has included: national and regional TV and radio, features in the national and regional newspapers, magazines, online and blogs. David Lloyd Leisure’s social media communities have grown as a result of the PR activity. Henman Sport + Entertainment have been a pleasure to work with.'
ANNA-MARIE MULDOWNEY
PR MANAGER | DAVID LLOYD CLUBS