Propellernet & PureGym shortlisted for the Digital PR Awards

The UK Digital PR awards are highly prestigious, respected awards in the digital PR industry, rewarding and recognising innovation, creativity and excellence as well as showcasing the trailblazers in the world of digital PR.

We’re over the moon that our work with PureGym has been shortlisted amongst such esteemed company including Bottle, JBH, No Brainer, Gravity Global and Embyro in the category of Best Use of Content in a Digital PR Campaign.

Our shortlisted entry

Our entry, Flexing our Content Marketing Muscles with the UK Fitness Report, was designed to position PureGym as a trusted authority in the fitness space without a reliance on always-on outreach activity past campaign launch. With that in mind we created a piece of content to acquire links organically, without long-term outreach and be of interest to a diverse range of media, meaning we would have a resource on site that was always acquiring links, while we focused on other projects. 

Incredible results

Out of the 127 links gained from publications including The Independent, Women’s Health, GQ and Forbes, 39 of those were passive links that required no outreach, secured from sites we wouldn’t usually have the chance of getting a link from with proactive pitching, such as Aldi, Vitality, UK Active and Policy Bee. The campaign also increased average ranking positions of high-volume commercial terms for people searching for gyms where they live.

Our content marketing campaign helped to further position PureGym as a true market leader in the fitness space, with its own data and insights being used by other fitness brands and multiple publications, while giving many of its personal trainers and brand partners exposure within the report too. International publications like Vanity Fair and Women’s Health trust the report to the extent they’re also using the statistics and insights within their content. It even now outperforms similar competitor content such as the Nuffield Health Healthier Nation Index!

We’re really excited to attend the awards on 10th July with such a solid entry into this category of best use of content in a digital PR campaign. Good luck to the PureGym team!


If you’d like to see more about all the work our brilliant digital PR team do, hop over to our digital PR insights page. Did you know we have a podcast about all things Digital PR? Browse all our episodes here. If you’d like to work with us or get in touch, you can do that here.