Taurus launches new online fitness program FHIT by Lauren Hannaford to drive health, heart and happiness
From elite gymnast to fitness entrepreneur – Taurus launches new online business
About Lauren Hannaford
Lauren Hannaford is a former professional elite gymnast who competed and coached at a national level for over 20 years. In 2010, she joined the Australian children’s music group, ‘The Wiggles’ as a dancer taking on the roles of Dorothy the Dinosaur, Wags the Dog and Henry the Octopus.
Four years later, while trying to keep fit with a rigorous tour schedule and with limited gym access in each new place she visited, Lauren’s passion for health and fitness evolved into her own workout solution.
Today, Lauren’s revolutionary fitness platform, ‘FHIT (Functional High Intensity Training) by Lauren Hannaford’, is an online streaming workout program you can do anywhere, anytime – no equipment necessary. Taking a new approach to fitness, Lauren’s philosophy is all about health, heart and happiness. Backed by her experience and knowledge of core gymnastics exercises and skills.
Taurus PR© sets business strategy and prepares for a national launch
The Challenge
When Lauren met Taurus, she was in the early stage of roll-out with an encouraging number of new subscribers joining to trial the platform. At this point, Lauren had a strong brand association with her previous role as a children’s entertainer.
Lauren’s brief was to redefine her career and establish her own personal brand as a fitness entrepreneur, thought leader and expert in the space.
Taurus was tasked to re-position, create and build Lauren’s personal brand and generate brand awareness of the FHIT program to grow the number of subscribers and overall brand credibility.
Taurus launches FHIT nationwide under Taurus PR© and TaurusProfile™
In May 2018, using our trademarked methodology, Taurus conducted a Taurus Bullseye™strategy session to outline a business plan, priority checklist and marketing approach. Taurus helped set business objectives, growth plans, marketing, brand and communication strategies in preparation for a national FHIT launch.
Taurus created the brand story, provided social media consulting and built awareness and buzz around FHIT. Simultaneously, Lauren’s own unique identity was defined amongst brand competitors and fitness peers.
Taurus creates brand awareness from zero to 32 million
Outstanding Results
Eight months later, from a standing start, Lauren is positioned in the top five fitness experts in Australia. Her media presence surpassed key fitness competitors who have been building their brands for many years. Through Taurus media outreach, both Lauren and FHIT were established through interviews, seasonal features, reviews/trials, thought leadership contributions and partnerships across tier one and two publications. This includes mainline, online, broadcast, lifestyle, fitness, parenting and beauty media.
Lauren and FHIT are now high up on a Google search and while her media presence continues to increase, subscriber memberships continue to grow.
During this time, Taurus helped Lauren form relationships with Health brands like BUPA and a partnership with the Australian College of Nurses, attracting 1000 new subscribers to the FHIT platform.
Today, the Taurus team continues to work with Lauren, building the momentum and expanding FHIT nationwide.
“My business is continuing to grow and thrive and I have so many exciting opportunities ahead for both myself and my business, all due to the work Taurus has done with this campaign.”
– Lauren Hannaford, CEO/Founder, FHIT by Lauren Hannaford
What Taurus did for Lauren
- Taurus Bullseye™ methodology
- PR strategy and business planning
- Created Lauren’s story and key messages
- Identified key partners
- Personal branding with Taurus Profile™
- PR launch
- PR planning and ongoing PR program
- Influencer endorsement
- Social media consulting
- Sourced key partnerships
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