• PR & Communications


CYBEX International produces premium commercial fitness equipment designed to deliver unparalleled results for exercisers from first-time users to professional athletes.

The brief

At the start of 2011 100AND10% was commissioned to design, manage and implement CYBEX’s UK marketing strategy, having previously managed a successful CYBEX telesales campaign in 2010. As one of the industry’s leading providers of premium commercial fitness equipment, CYBEX operates on a global scale manufacturing cardiovascular and strength training equipment.

As the retained marketing agency for CYBEX UK, 100AND10% is responsible for:

  • Design and management of CYBEX’s UK marketing budget
  • Digital marketing support including the design and creation of a monthly e-newsletter
  • Copywriting including magazine editorials and features, newsletter stories and press releases
  • Management of PR and communications strategy
  • Management and implementation of telesales and research campaign
  • Support of social media strategy alongside CYBEX’s US marketing team
  • Liaising with publications across a number of industry sectors
  • Management of UK events strategy including full logistical, marketing and events management support for CYBEX at Leisure Industry Week
The results

The implementation of CYBEX’s marketing strategy has seen the company profiled across all forms of media since 100AND10% was engaged.

Through the management of key media contacts and publications, CYBEX has regularly featured in various publications across the range of sectors that the company operates in, including health and fitness, sport and leisure and education.

CYBEX has seen its latest work in professional sport profiled in both print and digital media through exclusive editorials and project profiles. These included contracts with Manchester United, Nottingham Forest, Sale Sharks, Ricky Hatton and the ATP World Tour.

The marketing and PR support provided by 100AND10% has ensured that the CYBEX sales team is able to focus on their core tasks and responsibilities in establishing and maintaining relationships with clients to build the CYBEX brand.

The introduction of the monthly CYBEX newsletter has supported in generating new business leads whilst also communicating the latest developments in equipment and recent installs.

100AND10% has also liaised with and managed the relationship with new CYBEX ambassador Paddy Cunningham, the recent runner up of ITV1′s The Biggest Loser.

Building on the success of CYBEX’s Trade-In campaign in 2010, 100AND10% will be managing a new telesales and research campaign which will take place throughout the latter half of the year.

The feedback

We have retained 100AND10% since the start of 2011 and believe they have been an essential component of our growth during this time. While we originally engaged 100AND10% to support our comms work we now access their full spectrum of their skills to support our design and creative needs, social media and client marketing. As our needs from our marketing and communications agency have increased so has the ability of 100AND10% to deliver these requirements. We view them as an integral part of our team and look forward to continuing a long and successful partnership.

Rob Thurston
Commercial Director, CYBEX UK