Knowing how to write a media release is one of the most cost-effective marketing skills a fitness business owner can learn. A single story in your local paper, a trade publication or a national outlet can bring in more members than months of paid ads.
The challenge is getting noticed. Journalists receive hundreds of pitches a day, and most media releases are deleted within seconds.
We asked Brittany Bennett, Director of Bennett PR, how gyms, studios and personal trainers can write a media release that journalists actually read. Brittany has spent years placing health, fitness and wellness brands in Australian media.
What is a media release?
A media release (called a press release in the US) is a short, factual announcement sent to journalists to encourage them to cover your story. It’s usually one page and includes a headline, the key facts, a spokesperson quote and contact details.
For a fitness business, a media release might announce a new program, an event, a milestone, a partnership or original research about your members.
How to write a media release: 8 expert tips
1. Choose a news angle that suits the journalist
The most common mistake Brittany sees is pitching the right story to the wrong person.
“The big mistake most people make is not matching the angle to the stories the journalist they are pitching to actually covers,” she says. “Always read a journalist’s work before you pitch them. A health news journalist, for example, is unlikely to cover your open day. They’re usually looking for topical stories or angles backed by research.”
Here’s Brittany’s guide to what different media outlets want from a fitness business:
- Health and fitness news: topical angles, ideally with a stat. Think “why more people are taking up Pilates” or “why people on GLP-1s should be strength training.”
- Celebrity media: why a particular celebrity loves boxing or Pilates, with you commenting on the benefits of that workout.
- Business media: your success in numbers, such as annual turnover, paired with an interesting backstory.
- Trade publications: something new you’re offering, or news relevant to the wider fitness industry.
- What’s On publications: unique events, like a silent yoga disco, or roundups such as the best wellness studios in your city.
“The key is to study the publication you want to be featured in, look at the stories it runs, and pitch an angle that fits, while also serving the goal you’re trying to achieve for your business,” Brittany says.
2. Lead your media release with the punchline
Why do most media releases fail? “Sending a wall of words,” says Brittany. “If an email looks overwhelming, journalists won’t prioritise it.”
Open your pitch email with what you’re offering and what you want. Brittany’s example: “I am hosting a silent yoga disco that is open to the public. Would you like a ticket to come and do a trial and review? Feel free to also share the booking link with your audience.” Then add your details below.
The same rule applies to the media release itself. Your headline should be under 12 words and lead with the news. Your first paragraph should cover who, what, when, where and why. If an editor reads nothing else, they should still have the story.
Brittany Bennett is the Directore of health-focused PR agency, Bennett PR.
3. Format your press release so journalists can skim it
Keep paragraphs short. If your pitch needs to be long, use dot points.
“I always try to structure my emails so that people can understand them at a glance, even if they are long,” Brittany says.
Aim for 300 to 500 words on a single page. Use plain English and cut claims like “world-class” unless you can back them up.
4. Make sure your media release doesn't sound like AI
Most of us use AI tools in some way, but Brittany warns that journalists can spot AI-written pitches immediately.
“A journalist’s job is to write, so sending an email that clearly reads as written by Claude or ChatGPT isn’t ideal,” she says.
Her checklist before you hit send:
- Remove the dashes and symbols AI tools tend to add.
- Cut filler phrases that make sentences harder to read.
- Watch for overused words and phrases. “‘Deeply’ and ‘what makes this compelling’ are now used all the time, so I can tell when people used AI to write their statements,” Brittany says.
If AI helped with your draft, read it aloud and rewrite anything that doesn’t sound like you.
5. Include a spokesperson quote journalists will use
Quotes give your media release personality and authority. Skip “we’re thrilled to announce” and offer an opinion, insight or story a journalist could lift straight into their article.
“The quotes I cut are the ones that could appear in any release,” says Sarah Mckellar, publisher at What’s New in Fitness. “‘We’re excited to launch this program’ tells me nothing. I keep quotes with an opinion, a number or a bit of personality, something a reader would remember. If your quote could only come from you, it’s probably worth printing.”
6. Follow up on your media release the smart way
Follow up once, a few days later, and keep it short. Brittany recommends replying on the same email thread with a brief note covering the highlights. “The journalist will be able to scroll down to see your bigger pitch to get further details,” she says.
7. Time your media release well
Send your release between Tuesday and Thursday morning, and avoid public holidays and major news days. Where you can, link your story to calendar moments that suit a fitness business, such as New Year resolution season, Men’s Health Week or R U OK? Day.
8. Publish your media release on your website for SEO
Add every media release to a news or media section on your website. Use your main keyword in the headline and first paragraph, and link to relevant pages such as your class timetable or membership page. Even if the media doesn’t pick it up, the release becomes searchable content that keeps working for your fitness business.
How to build a media list for your fitness business (for free)
A great media release sent to the wrong people goes nowhere. You don’t need an expensive media database to find the right journalists. Brittany’s tips:
- Read the publications you want to appear in. Note who writes the stories that fit what you’d like to pitch.
- Set up Google Alerts for competitors. You’ll see which journalists cover them and which angles work.
- Check bylines and mastheads. Many publications list editors and section contacts online or in print.
- Look at social media bios. Journalists often list their email or beat on LinkedIn, X or Instagram, and some post callouts for stories.
- Sign up to SourceBottle. This Australian service lets you respond to journalists’ requests for experts and case studies.
- Don’t forget local and niche media. Local papers, community radio, podcasts and newsletters are ideal for attracting local members.
- Keep a simple spreadsheet. Track each contact’s name, publication, beat, email, a recent story and when you last pitched them.
- Update it every few months. Journalists change roles often.
Media release example: how KURK landed coverage in AFR and Forbes
Bennett PR is currently working on the media campaign for KURK. Supplement-style products are among the hardest to pitch, as many publications avoid them for legal reasons.
The campaign worked by leading with people rather than the product. The founders’ story landed coverage in the AFR and Forbes. Partnerships with well-known athletes and strong customer case studies then created human interest stories that showed what the product does, without a hard sell.
The lesson for any fitness business is that the story behind your brand is often more newsworthy than the brand itself.
Media release template for fitness businesses
Use this simple structure for your next media release:
- FOR IMMEDIATE RELEASE (or embargo date and time)
- Headline: under 12 words, leading with the news
- Opening paragraph: who, what, when, where and why
- Supporting details: data, context and background
- Spokesperson quote: an opinion or insight, not a sales line
- About [Business]: two or three sentences on your fitness business
- Media contact: name, mobile number and email
- ENDS
Media release FAQs
How long should a media release be?
Keep it to one page, or 300 to 500 words. Journalists skim, so put the most important information in the headline and first paragraph.
What's the difference between a media release and a press release?
Nothing. “Media release” is the more common term in Australia, while “press release” is used more in the US.
When is the best time to send a media release?
Tuesday to Thursday mornings usually work best. Avoid public holidays, weekends and days dominated by major news.
Should I attach photos to my media release?
Link to high-resolution images in a shared folder instead of attaching large files, which can clog inboxes or get caught in spam filters.
Can I use AI to write a media release?
AI can help you brainstorm or structure a draft, but journalists can spot AI writing quickly. Rewrite it in your own voice and remove overused words, dashes and filler phrases before you send it.
The bottom line on writing a media release
Learning how to write a media release that grabs attention comes down to three things: the right angle for the right journalist, a pitch they can understand at a glance, and writing that sounds like a real person. Get those right and your fitness business will stand out in a crowded inbox.
Have news to share? What’s New in Fitness welcomes story ideas from Australian fitness businesses. Submit your media release here.
This article was provided by the team at Top Gong Digital Marketing, specialists in search engine optimisation and local lead generation.
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