THE CHALLENGE

In 2025, Wellhub introduced Soluções Financeiras (“Financial Solutions”) by Wellhub, a R$100 million (approximately US$20 million) credit fund designed to help its gym and studio partners across Brazil invest in new equipment and expand both nationally and internationally. The launch was inspired by insights from the 2025 Wellbeing Report, which surveyed 600 gym and studio owners across 10 countries and revealed that limited access to credit was the sector’s greatest growth barrier. The challenge was to generate broad media coverage that highlighted both the fund and the research findings, while positioning Wellhub as the market leader driving innovation for its partners.

THE WORK

Dialogue developed a strategy to secure high-quality visibility in tier 1 outlets, connecting Wellhub’s business narrative to its value proposition for clients, partners, and users. The announcement was shared under embargo with more than 10 priority outlets, generating immediate media interest and resulting in an extensive schedule of executive interviews. To reinforce visibility, the campaign also included paid content in key fitness trade publications, ensuring both the fund and the research findings reached industry stakeholders.

Wellhub’s participation at Fitness Brasil Expo 2025 , the largest fitness industry event in Latin America, further strengthened the campaign. At the event, Wellhub moderated a panel with partners including Panobianco Academias and Engenharia do Corpo, under the theme Growing Stronger Together . Dialogue then developed a bylined article inspired by the panel, emphasizing the importance of strategic partnerships, addressing the sector’s pain point of access to credit, and seamlessly integrating Wellhub’s financial solution into the broader conversation.

THE RESULTS

Soluções Financeiras by Wellhub generated extensive media traction, with coverage in more than 20 publications and 7 tier 1 interviews in outlets such as Exame , InfoMoney , Bloomberg Línea , Época Negócios , PEGN, Veja Negócios , and Startups . Paid content in Fitness Brasil and Fit & Strong further amplified the campaign, reaching core industry audiences. This comprehensive approach positioned Wellhub as the leading player in the fitness market, underscored its pioneering role in delivering an unprecedented financial solution, and reinforced its strength in building a resilient ecosystem with its partners.