SUCCESS STORIES

Using DPR To Shred Organic Performance for Lifespan Fitness

Lifespan Fitness makes industry-leading fitness equipment designed for Australians. Its range covers everything from treadmills, exercise bikes and cross trainers to gym stations, reformer Pilates machines and recovery gear like saunas and ice baths.
 
As one of Australia's leading fitness equipment brands, Lifespan Fitness already had a strong SEO campaign. It wanted to build on it with more high-authority links, from a wider range of publications.
 
That's where Digital PR came in: turning the fitness trends people were already talking about into stories journalists wanted to write.
case study_lifespan fitness-1
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DR 90
Highest link DR obtained
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14
Links obtained with 1 campaign
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DR 65
Average link DR

The Need

Lifespan Fitness wanted to diversify its link profile and give its SEO campaign a boost with links from respected publications. It was also new to Digital PR, so it wanted to understand how it works and how it could support its marketing in the future.
 
The key objectives:
  • High-authority links
    • Earn links from respected health, fitness and lifestyle publications.
  • A more diverse link profile
    • Combine branded links with links to key category and product pages.
  • Global reach
    • Earn coverage in Australia and around the world.
  • Digital PR know-how
    • Show the Lifespan Fitness team what Digital PR can do.

The Plan

We combined different kinds of stories, so there was always something new for journalists.
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Data-led stories
Use fresh data sources like TikTok and search trends to find unique angles.
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Expert commentary
Share tips from Lifespan Fitness's fitness experts on trending topics.
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Reactive PR
Jump on fitness trends as they take off in the news.
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Product stories
Pitch Lifespan Fitness's equipment to shopping and fitness guide writers.

The Execution

Every campaign followed the same process: ideation, data, story, media lists and outreach.
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TikTok's top fitness trends
Fitness trends were huge on TikTok, so we dug into the platform to find the biggest trends of the year, from "cosy cardio" and the "75 Hard" challenge to the "5-minute StairMaster" and "shy girl workouts". The result was a data-led story built for fitness, lifestyle and trends journalists.
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Tailored press releases and media lists
We wrote separate press releases for fitness and health, lifestyle, regional, national, global, trends and technology publications, then built media lists from existing relationships and new contacts. Personalised outreach helped land high-authority coverage that linked back to Lifespan Fitness.
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The next sprint
From August 2024 to June 2025, we ran nine more campaigns, including the cities most obsessed with Pilates, the rise of Hyrox, marathon training on a treadmill and at-home reformer Pilates trends, backed by expert Q&As with Lifespan Fitness's fitness experts.

The Challenges Overcome

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Standing out in fitness
Fitness news moves fast. Fresh TikTok and search data gave journalists angles they couldn't find anywhere else.
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Reaching the right journalists
Health, fitness, lifestyle and shopping writers all want different stories. Tailored press releases for each niche made every pitch relevant.
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Keeping stories fresh
When one angle slowed down, we reworked it for new audiences and new moments, like New Year fitness goals and marathon season, to earn more coverage.

The Results

Both sprints earned coverage in major publications, and the links gave Lifespan Fitness's SEO a strong boost.
 
14 links from one campaign: The TikTok fitness trends campaign earned 14 Digital PR links, with a highest domain rating (DR) of 90 and an average of DR 65.
 
Coverage that counts: Lifespan Fitness featured in publications including Nine, Glamour, Vanity Fair, the Daily Telegraph and news.com.au, and later in Women's Health, Active.com, Man of Many and MSN.
 
Referring domains up 236%: From August 2024 to June 2025, the number of websites linking to Lifespan Fitness grew 236%, and its domain rating rose from 44 to 48.
 
766 more top three keywords: Over the same period, keywords ranking in Google's top three grew 45%, with 766 new keywords in the top three positions.
 
163 million estimated reach: The second sprint's 18 pieces of coverage reached an estimated audience of 163 million.
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14
Digital PR links from one campaign
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236%
Increase in referring domains
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45%
Increase in top three keywords

The Conclusion

Lifespan Fitness helps Australians train at home and in the gym with equipment built to last. It already had a strong SEO campaign, and Digital PR gave it the high-authority links to take it further.
 
We found the stories people were already talking about, from TikTok's biggest fitness trends to Hyrox, marathon training and the Pilates boom. Original data, expert tips and tailored press releases gave journalists in Australia and around the world a reason to feature Lifespan Fitness.
 
The coverage followed, in publications like Nine, Glamour, Vanity Fair and Women's Health. One campaign alone earned 14 links. Over the second sprint, referring domains grew 236% and 766 more keywords reached Google's top three.
 
14 links from one campaign. +236% referring domains.
Fitness stories that do the heavy lifting.
Fitness trends move fast. Turning them into stories journalists wanted to write put Lifespan Fitness in front of a whole new audience.
StudioHawk Team
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