Diana Marszalek 31 Jul 2023 // 4:28PM GMT
NEW YORK — Fitness company Pvolve has hired Current Global for PR support as part of a three-agency deal aimed at accelerating growth.
Current Global will handle corporate and consumer PR for Pvolve, which has also struck partnerships with 72andSunny for creative and content production and digital agency Thrive for performance marketing.
The agencies were hired through an RFP process in conjunction with Pvolve’s new partnership with Jennifer Aniston and a brand refresh. They previously worked together on projects.
The agency partnerships are also part of a larger marketing push by Pvolve, which is largely focused on digital memberships, as it expands into areas like franchise studios. Karina Kogan, a former Peloton senior VP, was named chief commercial and marketing officer in June.
“This is a pivotal time in our company’s expansion, especially given our exciting new partnership with Jennifer Aniston,” said Kogan. “The teams at 72andSunny, Current Global and Thrive are working alongside our in-house teams to unlock new opportunities to tell our story and continue to position us as category leader, ultimately changing the conversation around what great fitness looks and feels like at all stages of life.”