The Challenge

Wellhub (formerly Gympass), is a global corporate wellness platform offering an integrated subscription to connect corporate employees to the best partners in the fields of fitness, mindfulness, therapy, nutrition and sleep, all in a single solution that is cheaper than individual services. Founded in Brazil in 2012, the company arrived in Italy in 2017 as Gympass. Since then, the company has been facing the challenge of communicating to the market its business and its mission, still particularly innovative for the Italian reality of those years: to transform every company into a company dedicated to wellness, where employees can monitor their well-being on a daily basis. The PR & Media Relations activities done needed a change of pace to access high-end media outlets for greater national accreditation of the company.

The Solution

In 2023, bbrand won the tender to become Wellhub’s PR and Media Relations Partner in Italy with the assignment of accompanying the company in the rebranding process (from Gympass to Wellhub) and brand consolidation, taking care of the announcement of some key milestones for the company’s growth and the identification of opportunities for media positioning of Wellhub’s spokepeople in Italy.

The Results

In its first six months of activity, bbrand managed to secure significant media coverage in the national Tier 1 business media (Repubblica, Il Sole 24Ore, Milano Finanza, Italia Oggi…), titles that had been difficult for the brand to reach until then. Among the most significant achievements were the organisation of a series of interviews with the global CEO Cesar Carvalho who came to Italy for the first time in January 2024, the launch of the rebranding and the announcement of reaching 500 million check-ins to the platform and 3 million subscribers. Not least also the identification of speaking opportunities for the company’s spokepeople in Italy.