”We value especially Republic’s proactive approach: journalist outreach, media events, creative ideation of media angles, data utilisation, training, and continuous sparring have made us a more approachable and interesting partner for the media.

Perhaps most importantly, beyond the results, it has simply been a pleasure to work together. When needed, either side can just pick up the phone and call. The dialogue is immediate.”

Johanna Riihijärvi
CEO, Kuntokeskus Liikku

Kuntokeskus Liikku had excellent foundations for increasing media visibility and building thought leadership: a compelling growth story, credible leadership, and a broad membership base. Through strategic and long-term communications collaboration, we leveraged the chain’s strong operational work to increase visibility, supporting and reinforcing its core messages.

Our insight

When the collaboration began in spring 2024, Liikku was on its way to becoming the largest fitness centre chain in Finland. At the same time the industry lacked a strong, unified voice representing the entire field, while the discussion around the role of physical activity in public health was ongoing. We understood that as a major operator Liikku had the potential to step into this role.

Our solution

Liikku’s mission to provide affordable fitness services to as many Finns as possible was clarified as the guiding principle of communications. To support this, we developed a proactive and service-oriented communications model that combined systematic media relations with active participation in topical public discussions.

We set three core objectives for the collaboration: increasing media visibility, securing high-quality media coverage on key themes, and building CEO Johanna Riihijärvi’s thought leadership in topics related to physical activity, public health, and entrepreneurship.

CEO Johanna Riihijärvi’s role as a leading industry voice was built through opinion pieces and media training. In addition, Riihijärvi appeared at several events related to physical activity and entrepreneurship. Personal trainers were also actively positioned as expert commentators for various media outlets.

Our impact

Liikku’s media visibility has increased significantly during our collaboration. In terms of editorial reach, Liikku has surpassed its key competitors to become the clear market leader and the quality of coverage has been high. All initiatives have supported Liikku’s ability to better fulfil its core mission: providing affordable fitness services to as many Finns as possible.

CEO Johanna Riihijärvi has become a visible spokesperson for the industry, whom media outlets now approach proactively. Personal trainers have appeared in multiple media, including television interviews.

What we did

Communication strategy
Communication plan
Media trainig
Media relations
PR campaign
Press releases
Press conference