Making the case for accessible fitness
BIG Health and Fitness had a powerful purpose and a founder with an extraordinary story. Yet the organisation was not reaching enough of the people who could benefit from its support.
The website was difficult to find, social engagement was limited and the brand message needed greater clarity. People needed to understand quickly what BIG Health and Fitness offered, who it helped and why its approach mattered.
Graham’s personal journey had clear public interest. His experience of extreme weight loss, disability inclusion and community fitness could speak to national conversations about health, confidence and access to exercise. Without a stronger communications framework, that story was not gaining the attention it deserved.
The organisation needed clearer messaging, stronger digital visibility and media support that could help Graham become a more confident public voice for inclusive fitness.
We worked with BIG Health and Fitness over three years to strengthen its communications, digital presence and public profile.
The first step was to clarify the organisation’s message. We worked with Graham to define how BIG Health and Fitness should explain its purpose, its community and the difference it made for people facing obesity and disability.
We provided media training to help Graham share his story with confidence and control. This gave him the tools to speak clearly about his own journey while bringing attention back to the people and community behind the organisation.
We designed and launched an accessible, search-focused website that made it easier for people to find classes, understand the offer, book sessions and pay online. We supported this with ongoing SEO activity, developing and improving content around the terms people were already searching for.
Social media activity focused on the community Graham had built. We used personal stories, practical updates and campaign content to show how inclusive fitness could change people’s confidence, routines and daily lives.
Alongside this, we developed PR activity around Graham’s story and the wider need for more accessible fitness spaces. This helped position him as a credible and compelling voice in conversations about obesity, disability, exercise and community health.
The work significantly increased the visibility of BIG Health and Fitness.
Website traffic grew by 379%, helping more people discover the organisation online. Search performance improved sharply, with 1,432 keywords ranking on the first page of Google.
Media activity helped take Graham’s story to a national audience. Coverage appeared across the BBC, Daily Mail and The Guardian, raising the profile of both Graham and the inclusive fitness community he had built.
Graham became a regular voice on local BBC radio and went on to host his own radio show, giving him a wider platform to speak about health, confidence and accessible exercise.
Greater public awareness contributed to BIG Health and Fitness securing a fully equipped gym designed for disabled people. This helped the organisation expand its services and support more people who needed a fitness space built around access, confidence and inclusion.
