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David Lloyd Leisure Agassi BILT Case Study Henman Communications February 2015 David Lloyd Leisure Agassi BILT case study henman 1 Overview Henman Communications was appointed by Europe’s in design and the most comprehensive range of premier health, sport and leisure group, David Lloyd market-leading equipment, supported by technology Leisure, to launch Andre Agassi’s cutting-edge BILT by that recognises our members are leading increasingly Agassi & Reyes gym equipment range. connected lives.” The press launch event took place at David Lloyd Scott Lloyd, David Lloyd Leisure’s Chief Leisure’s state-of-the-art Chigwell club on Thursday Executive said: 26th February, as part of an ambitious gym innovation programme rolling out to its clubs, in addition to a “We are very excited about the launch of this state- £50m upgrade of its estate. of-the-art gym at Chigwell. We want to make going to the gym an enjoyable, motivating, inspirational and Anna-Marie Muldowney, PR Manager for David non-intimidating experience in every possible way. Our Lloyd Leisure said: new gyms have been created to make members feel part of a community, to cater for everyone - whatever “We are delighted that three-time Davis Cup winner their preferred choice of workout, age or ability - and to Andre Agassi will be visiting our Chigwell club to launch provide an unrivalled range of best-in-class equipment his new BILT by Agassi & Reyes fitness equipment to help them achieve their goals.” range. The installation showcases significant advances Follow us on Twitter@HenmanComm | www.henmancom.com henman 2 BILT by Agassi & Reyes live Q & A During the launch event Wimbledon TV presenter John Inverdale hosted a live Q & A interview session for the national media and bloggers. The former World No.1 tennis legend fielded questions on his BILT by Agassi & Reyes range, an innovative line of fitness machines modelled on his own custom-made equipment honed over a 20-year playing career. The range, providing ideal strength and conditioning training for any sport, and is being rolled out across selected David Lloyd Leisure clubs in the UK and Europe. The equipment ranges were also demoed by two former Gladior fitness trainers: Jenny Pacey and Wayne Gordon. Follow us on Twitter@HenmanComm | www.henmancom.com henman 3 Tennis All Stars National Champions Coaching Master-Class Andre spent time coaching youngsters of David Lloyd Leisure’s Tennis All Stars junior tennis coaching programme. Activities included: • Junior Q & A with Andre • Autograph signing session • Photo shoot • Junior goody bags • Parents are invited to watch session from walkway • Tennis All Stars National Champions T-shirts for coaching session Follow us on Twitter@HenmanComm | www.henmancom.com henman 4 Press Office & Social Media • Ambassador liaison with BILT team in the US Our PR team worked closely with David Lloyd Leisure • Stakeholder management with Concept Fitness internal PR, marketing, digital and social media team to Twitter take-over - #askandre integrate all press office activities. • Media management on the day Our activities involved: • Pre-event site visits • PR strategy, planning and budgeting • Technical and production onsite • Drafting and distribution of press releases • to national and regional media • Client reporting Key messaging, briefing documents and • Advice on event branding, goodie bags and running orders • • Content creation • Media and social media competitions • Media monitoring and evaluation reports (AVE) • ‘Selling-in’ interview opportunities Press pack creation WELCOME • On behalf of David Lloyd Leisure we would like to welcome you to David Lloyd Leisure Chigwell for the Who is the Reyes in BILT by Agassi & Reyes? European launch of BILT by Agassi & Reyes, hosted by Andre Agassi. He’s the Man. Please note, whilst we are very keen to accommodate all media interview requests, we have had a huge demand for Andre’s time. We would therefore appreciate your full co-operation in ensuring you start and finish your interviews within the time allocated to you. For more than four decades, Gil Reyes has coached athletes to become champions in Running Order their respective sport. 16.00 – 16.40 - Media to arrive and sign in of tennis. 16.30 - Andre Agassi arrives at David Lloyd Leisure Chigwell history The greatest of those partnerships began in STORY in the AGASSI names most dominant ANDRE biggest game’s In the Gym 1987 when a teenage Andre Agassi sought THE of the of the help from Reyes, then the head strength one one 17.00 - 17.10 - John Inverdale live Q & A interview with Andre Agassi is simply was and conditioning coach for the UNLV Agassi the American Millennium. in the 17.00 - 17.40 - Live BILT demo by Jenny Pacey & Wayne Gordon Andre winner, the new star Runnin’ Rebels basketball team. Slam into worldwide 17.40 - 18.00 - Interviews with national TV & radio broadcast channels Grand until well biggest eight-time 1990s the 18.00 - 18.40 - Interviews with national print media An the early as “perhaps three Reyes’ method of safely and efficiently from him Brown 18.40 - 19.00 - Interviews with news distribution agencies players described Jim building strength helped UNLV win the BBC legend just nine. the football was beat Agassi On the Indoor Tennis Courts NCAA men’s basketball championship in his retirement, bargain. On famously the 1986, 1990. He saw even bigger potential in Agassi and left UNLV that year to become Agassi’s history”. Agassi $500 into pro in 19.00 – 19.20 - Coaching master-class: mini-red, orange and green levels sport’s the young father turned strength and fitness coach. Under Reyes’ guidance, Agassi won every major men’s singles in 1970, his he the 19.20 – 19.30 - Coaching master-class ‘All Star’ competition winners Vegas - earning title in tennis over the next 16 years, including eight Grand Slam trophies on permanent Las club his development, underneath 19.30 – 19.40 - Junior Q & A and autograph signing session Born in his local But display at Reyes’ Las Vegas gym. love at 13 to continue outfits. 19.40 – 19.50 - Coaching master-class: adults sets to age of outlandish at the with his his first Florida courts shine. he won Reyes’ unconventional approach to training stems from a multi-faceted career that has to to the n to and On the Padel Tennis Court moving colour bega rankings avoided MEDIA INFORMATION It’s Your Body. Define It. MEDIA ATTENDING included hosting fitness shows, writing about fitness and designing and building weight After riot of really up the previously 19.50 – 20.00 - Photo-shoot and autograph signing session BILT BY AGASSI AND REYES a his talents move he had Position bringing facade saw him 20.00 - Event finishes & Andre Agassi departs Media Outlet machines. His simple training philosophies transcend sports and emphasize mental as quickly - a tournament mmediate release LAUNCH Name charismatic due For i FLAT BENCH PR well as physical strength. the baseline Wimbledon waned from places, his star Filming, photography & copy February 2015 N/A at, of all before - a The innovative Flat Bench, which was built specifically with safety in mind, His dominance 1992 policy. two, No110 During the live Q & A interview with John Inverdale all media can film and photograph, record content Thursday 5th DAVID LLOYD LEISURE Epping Forest Guardian For decades, athletes have relied on his many “Gilisms” to make it through grueling training Slam in clothing winning World has a unique design that eliminates the danger of bench pressing by Barnaby Davis Publisher Grand all-white Agassi sunk to determination, and use social media etc. sessions, including “Weak legs command, strong legs obey” and “All the good stuff is on strict having new-found utilizing retractable arms, enabling the user to lift the bar from their sweet Tennishead to its followed, - with a year. Bridget Marrison Tennis correspondent the other side of tired.” due quickly in 1998 along spot without the added strain and risk of the traditional lift position. The Sun Slam finals However, Reyes, in a calendar Please note that the filming of David Lloyd Leisure members who are not taking part directly in the Daniel King Grand Gil player Feature writer more problems. coach a Top 10 agreed activity is not allowed without their expressed permission. GQ Reyes has served as the strength and fitness training coach for the Adidas Player Five of personal with fitness by 2006. Dominic Bliss Writer series jump in London Bangla Development Program since Agassi’s retirement from professional tennis in 2006. The to a regime ever retiring AGASSI SERVES UP BILT GYM INNOVATION Highlights: East London News/ training - the highest before different Junior Q & A Emdad Rahman N/A program provides coaching, fitness training, hitting partners, nutritional advice and career punishing to No6 Slams on three also ¾ Designed to simplify and improve the all‐important “lift off” leap more Grand titles He Additionally Andre will be hosting a Junior Q&A with the young tennis players and parents following the LAUNCH WITH DAVID LLOYD LEISURE Georgia Diebelius Epping Forest Guardian management for tennis pros. Some of Reyes’ fitness clients include Fernando Verdaso, saw him five Slam States. ¾ IP protected functional movement Cameraman winning four Grand United topped press interviews, -US Davis Cup clash BRIEFING PACK Thomson Reuters Caroline Wozniacki, Sania Mirza, Grigor Dimitrov, Laura Robson, Raluca Olaru and Sorana back, win all for the money ¾ Dual retractable arms for increased safety Gerry Mey Reporter looked male to Gold prize just eight Cirstea. He never first Olympic way. His – Ilford Recorder was the and 1996 the Sharing Content Harry Kemble N/A he Cups along career, Davis titles & We will be distributing a post-event press release and sharing all video and photographic content from on February 26th Sky glittering three Series Agassi Group Jacquie Beltrao Editor Before arriving in Las Vegas, Reyes was employed as a strength and conditioning coach at In a well as Masters by the day.
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