“On the first day I started working with Jill Kent she got me a big article in The London Evening Standard. It brought me more revenue than the cost of PR Superstar for that year, and an Esquire feature about my business became the magazine’s most read article ever!”
Tim Walker, founder & head trainer, Evolution of Man
I first worked with fitness guru Tim Walker and his business, Evolution of Man, in early 2013 to PR his no-nonsense training programme, Warrior Workout. In 2016, Walker opened his own gym in the City of London and ahead of the ambitious expansion, he wanted to create a buzz around the fitness programme and ultimately, drive bookings.
His 12-week hardcore, zero-to-hero male-only Warrior Workout is aimed at time-poor high-flyers in the City of London and costs £4,000 per package. The programme helps men burn more than a stone in fat as well as build the same in muscle using unconventional equipment, such as sledgehammers, tractor tyres, and beer barrels. The up to four-times-a-week male body transformation programme includes 1-2-1 personal training, nutritional advice and lifestyle plans, and guarantees that ‘warriors’ will get in the best shape of their lives.
As well as making a beeline for men’s print media, the London press were very much on my radar, including The London Evening Standard and its uber-luxurious ES Magazine, Metro, City AM and Square Mile. And of course, I targeted men’s online media including TheLADBible.com, the 13th most popular website in the UK, and AskMen.com, with over 16M unique users per month.
Tim and his team were happy to train target journalists in exchange for top-flight coverage, which included a ton of full-page and double page spreads, as well as video tutorials and digital reviews. They wrote expert articles for the likes of market-leading Men’s Health, the most popular paid-for men’s magazine in Britain, in return for bylines, credits, and those all-important backlinks on digital media. The journalists involved in the training programme used social media including Twitter, Instagram and Facebook to keep their followers up-to-date with their progress as the weeks went by.
To date, Warrior Workout has literally appeared everywhere in the UK men’s media, including all Top 5 men’s magazines in the UK, dominated by ShortList which shifts over half a million copies per week, as well as uber-luxurious titles GQ, Mr Porter and Esquire, and the health and fitness-focused Men’s Health, Men’s Fitness, Sport, Forever Sports and COACH.
Oh and we got a double page spread in The Sunday Times to boot!
