Kinesis: Launching Tampa Bay’s First Aerial Bungee Studio
Kinesis was a first-of-its-kind fitness concept with a grand opening date fast approaching and no marketing infrastructure in place. I stepped in to bridge the gap between the founder’s vision and the tactical reality of a successful launch, building the brand's entire digital and media presence from the ground up.
Executive Snapshot
- Role: Freelance Marketing Strategist, Copywriter, and Account Manager
- Positioning: Serving as the sole marketing partner for a new fitness category, managing the client relationship, directing creative execution, and pitching earned media through grand opening.
I met the founder, Karen, through a networking group just weeks before she was set to open the only aerial bungee fitness studio in the region. She had the expertise and the physical space, but she didn’t have a plan to tell the market it existed. I identified the immediate need, proposed a launch strategy, and landed the engagement to lead the build.
What I Built
The Digital Foundation
Karen had a clear vision for her brand but lacked a way to translate those ideas into a technical brief. I met with her page by page to extract the core narrative of Kinesis and translated it into a complete website. I managed the relationship with the designer, wrote every line of copy, and directed the creative process. The final product explained an entirely unfamiliar fitness concept in a way that felt accessible and credible, and it launched on time for the grand opening. The site also covered Karen's physical therapy practice, which operated alongside the studio. I wrote that copy as well and ensured it felt consistent with the overall brand.
Ad Copy for a New Category
Selling a fitness concept most people have never seen requires a balance of education and persuasion. I wrote the copy for both digital and print advertising, focusing on the specific benefits of grounded aerial bungee. The goal was to lower the barrier to entry for new customers while positioning the studio as a high-energy, professional environment.
The Media Pivot
I recognized that being the "first" in Tampa Bay was a genuine news hook that the client hadn't yet explored. I proposed a PR push, wrote two targeted press releases, and pitched them to local newsrooms. This resulted in a three-minute segment on Daytime, a nationally syndicated NBC show. The anchor visited the studio, strapped into a harness, and gave the audience a first-hand look at the Kinesis experience.
Measurable Earned Media Results
The Daytime segment created an immediate surge in bookings. For several weeks following the broadcast, new customers cited the TV segment as their primary reason for visiting, both in person and through the studio’s intake forms. Because this was earned media, the client secured high-authority coverage and a sustained spike in revenue for the cost of a single press release fee.
Deliverables
- Website Assets: Homepage and Physical Therapy landing page
- Print Advertising: Local magazine and mailer creative
- Media Artifacts: Press release
Impact Highlights
- Successfully launched a first-of-its-kind fitness concept with a complete marketing foundation.
- Delivered a complete, launch-ready website on a strict deadline for the grand opening.
- Secured a three-minute earned media placement on a nationally syndicated NBC program.
- Generated a sustained surge in bookings and walk-in traffic directly attributed to the TV coverage.
- Achieved zero-cost media exposure through strategic PR pitching rather than paid ad spend.
Strategic Capabilities
- Extract a client’s vision and translate it into clear copy and creative direction.
- Manage multi-vendor creative builds, acting as the bridge between client, designer, and developer.
- Write copy that explains unfamiliar or complex concepts without losing the audience.
- Identify high-value earned media opportunities and pitch them effectively to newsrooms.
- Build a complete marketing launch from a cold relationship to a measurable business result.