3 PR tips to promote your fitness tech startup

From Peloton to the Apple Watch, fitness tech has carved out its place as an industry. And fitness tech startups are no exception. It was arguably one of the most impacted industries in recent years as many were forced to forgo their in-person sweat sessions for virtual, at-home options. Consumers relied on tech like the Peloton bike or streaming services that offered workout classes. 

Now, as things shift again, tech companies and startups are having to reconsider their PR strategy and positioning. Fitness tech startups need to carefully think about how to launch their product for maximum response. Here are our top three PR tips to promote your fitness tech startup's launch.

Fitness tech PR basics: audience, insights, and interviews

People have begun returning to gyms, and this has affected companies that were content to ride the remote workout wave. If your fitness tech company is looking at launching in the current market, you should not rely on what's worked in the past – instead, use this market to find your specific audience and focus on marketing to those users.  

Research the publications your target audience is reading and follow the journalists and editors at those publications to learn what types of stories appeal to them. As you are crafting your pitches for your launch, tailor your key messages to show how your startup differs from others in the fitness tech space. 

Authoring insightful guest posts on relevant fitness topics can help you become known as a thought leader in this space and can position you as an industry expert. This wields three distinct benefits. 

• First, it can make consumers more inclined to trust you and your technology once you are launched.
• Second, it can result in journalists seeing you as the go-to person for comments and insights on the latest fitness tech topics.
• And third, it can raise your profile and get you in front of the investors you need to scale your business down the road. 

Podcast interviews are another great way to position your company as thought leaders (especially since your audience is likely listening to one as they work out!). The informal, conversational nature of most podcasts helps contribute to building your brand image and creates a persona people can connect to. 

These types of earned media are far more effective than sponsored posts or advertising, which most consumers are more likely to write off. Having the top journalists in the fitness tech space write about your launch will make you far more likely to stick in the minds of your potential customers.

Timing your fitness tech product launch

The “New year, new me” marketing mantra is cemented in fitness retail's bible – and there are both pros and cons to applying it to your startup launch. On one hand, many potential customers are looking for new technologies around the holidays. On the other hand, you'll likely be struggling to be noticed amidst all the other competition, and it may be worthwhile to consider launching at a different time of year when you don't have to fight as hard to get attention. 

Consider what would work best for your tech. Does your product pair well with a workout someone might do outside, such as trail running, or is it more focused on at-home courses, like yoga classes? One may benefit from being launched in the spring or summer when the weather is warm enough to encourage would-be runners. The other could rely on winter cold spells that keep users indoors. 

Any PR strategy for a fitness tech startup launch

should also take into account major events

– such as the Consumer Electronics Show – that means reporters will be out of the office and too busy to take note of any launches that happen at the same time. Alternatively, if you have enough lead time, you may want to exhibit at the event and host your launch on-site.

Highlight your safety strategies 

Market giants like Peloton are still feeling the heat after a series of safety issues and rough quarters. Be ahead of the curve and proactively demonstrate to the press how safe your fitness tech is from the beginning. This is a great opportunity for your startup to make it clear from the get-go that safety is a priority for its customers. 

As you put together the PR strategy for your company ahead of the launch, consider incorporating key messages related to your technology's safety. You can even craft guest posts with important safety tips for companies on how to ensure their technology meets the highest safety standards – positioning yourself and your startup as a guiding example.

Of course, if you have any specific data from your own beta testing or as the result of tests conducted by consumer safety agencies, this kind of information can be incorporated into the press materials you put together for your launch. Being proactive in sharing this kind of information demonstrates to reporters that you are concerned about the safety of those who will potentially use your fitness product.

The best way to get ahead of the curve 

The fitness tech industry may have had its ups and downs, but it still holds a lot of potential and certainly isn't going anywhere. Having a solid PR strategy in place, researching the reporters most likely to be interested in your story, and choosing the best timing for your announcement will set you up for success. 

If your team isn’t ready to ferociously research audiences and pitch reporters, then it might be best to call in the professionals. Working with an experienced fitness tech PR agency will open the door to valuable insights and media connections, allowing you to reach your target audience effectively. Contact our team today to learn more.