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Rooster jumpstart PR and marketing for UK fitness brand, Surge

Rooster has won the Surge account, making it the agency’s first fitness client.

UK electrical muscle stimulation (EMS) fitness brand Surge has chosen Rooster as its partner PR agency, following a highly competitive pitch process, to work on the upcoming launch of two new EMS studios.

This marks Rooster’s fourth client win since the UK’s national lockdown began 12 weeks ago, making it the agency’s first fitness client.

The Surge workout is unique in that it uses EMS technology to deliver an effective and efficient workout in just 20 minutes. EMS training is relatively new in the UK but has been hugely successful in Germany and Austria.

Tasked with launching two new studios in Bank and Fleet Street and educating UK consumers about EMS training, Rooster will implement an integrated PR, social and digital marketing strategy to build awareness of Surge's brand and help build its membership base.

Rooster will be responsible for generating coverage for Surge in national, regional, local and specialist consumer media, as well as reaching targeted audiences through influencer partnerships, social media campaigns, and direct to consumer activations.

Constantin Hampe, director at Surge, said: “Rooster has been on our radar for some time now and with construction again in full swing, we’re thrilled to be working with them for the launch of our two new studios in London.

“The team’s pitch showed a thorough understanding of our business needs and showcased their ability to turn campaigns around quickly and with serious impact. We’re looking forward to seeing the EMS fitness movement grow in the UK.”

Rooster’s managing director, James Brooke, said: “We see huge potential for Surge to become a leading fitness brand in the UK and are already gearing up to help make that happen as soon as the new studios open. With the lockdown easing and consumers questioning how they’ve traditionally exercised, 2020 is set to be a transformational year for Surge.”

Surge Fitness sits alongside Rooster’s growing portfolio of consumer lifestyle clients, including Tempur, Contura, and Stokke.

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