In today's landscape, where reputations are being built (and lost) at a very rapid pace, PR is a truly important tool for creating strong and lasting connections between brands, professionals and the media.
Media relations activities, when thought of as an ongoing and consistent path, allow not only to generate visibility, but also to consolidate a company's or founder's positioning as an authoritative voice in its industry.
In addition, working on an entrepreneur's personal brand inevitably means strengthening his or her identity as well, fueling a virtuous circle of recognition and trust.
It is precisely from this awareness that the work developed together with GS LOFT and its founder Giacomo Spazzini, with our team composed of Sara Lualdi (PR Executive), Angela Suriano (Senior PR Executive) and Viviana Giussani (PR Manager) and for the Influencer Marketing part with Edoardo Martinenghi (Marketing Specialist) took shape.
A virtuous case that shows how a strategic and integrated approach to PR can make a difference.
Background
Starting in August 2022 (until April 2025), we began supporting GS LOFT, a body and mind wellness club, as a press office. Founded in 2019 by entrepreneur Giacomo Spazzini, a biohacking coach with more than 13 years of experience in the wellness, fitness, and longevity industry, GS LOFT is distinguished by an innovative and personalized approach geared toward improving quality of life. The main office, located in Desenzano del Garda, attracts numerous clients from all over Italy, top managers, VIPs, show business personalities, singers and famous influencers.
Goals
The client's desire was to significantly raise the brand's visibility in the national press, to establish itself as a benchmark in Italy in the field of biohacking and longevity.
The primary focus of our press office activities, therefore, has been on tapping a wide and diverse range of media outlets: from national and local newspapers, to magazines specializing in the health, wellness and sports sectors.
Our aim aimed to generate strong press interest and curiosity about the reality, including through interview proposals addressed to the founder to position GS LOFT among the leading players in Italy in an area that was still little known and media present at the time, that of longevity.
Architecture of PR and Media Relations Strategy
To ensure continuous media attention, we initially implemented a multi-tiered strategy:
- We produced a series of lifestyle imprint press releases on a number of current wellness-related topics (e.g., tips for living longer and healthier, how to get back in shape after the holidays) to position GS LOFT and Giacomo Spazzini as experts in the field.
- At the same time, we made more corporate content that talked about the company in a way that conveyed its growth and strength.
After building and consolidating a loyal contact base, in July 2024 we designed and organized together with the client a press event on the occasion of the opening of GS LOFT's new headquarters in Milan, at Ceresio 7.
On this occasion, participating journalists were offered a 3-month course with the goal of reducing their biological age, in which to test first-hand the high level of preparation of the doctors, nutritionists, coaches and kinesiologists working in GS LOFT.
In the first quarter of 2025, however, we focused on strengthening the brand's media presence (online and offline). First, we actively worked to gain visibility, through the Founder figure, with radio interviews and podcasts, while carrying on, in parallel, the activity of writing and disseminating press releases.
Second, a well-structured influencer marketing strategy was initiated, which proved to be an important driver for the growth of GS LOFT's online visibility and the creation of a direct link with the target audience through the authenticity and reach of the identified creators.
Influencer Marketing Strategy
Parallel to the media relations work, we structured an influencer marketing strategy designed to amplify the brand's visibility on social channels as well, engaging creators who are related in values, language and audience.
The activity consisted of two types of immersive experiences: the Biohacking Experience, a day inside GS LOFT designed to be highly engaging and "social oriented," in which creators were able to experience firsthand some of the center's most distinctive protocols-from Ice Bath to Infrared Therapy to physical tests such as VO₂max-and a complete kit for biological age analysis and key hormonal and inflammatory markers; and the Superfast Program, a personalized 90-day journey that allowed creators to document and share real psycho-physical change over time.
The collaborations were built on a value model, based on authenticity and direct experience, which enhanced the creators' genuine storytelling and fostered an authentic connection with their community.
Profiles were carefully selected, favoring niches strategic to brand positioning-including entrepreneurship, personal finance, longevity, and lifestyle-and leading to the creation of credible content capable of intercepting an audience in line with GS LOFT's mission.
Results
The strategy put in place over the years of collaboration has enabled the company to generate extensive coverage in the national and trade press and to build increasingly strong relationships with journalists, who over time have approached GS LOFT from a media interest standpoint, relying on its expertise when they needed to engage an authoritative voice in the industry for articles or in-depth coverage.
Our communication strategy has brought many significant results, notable publications include:
- Cover Men's Health
The transversality of the figure of Giacomo Spazzini and his entrepreneurial history that has seen him go from trainer to entrepreneur in the world of wellness, combined with an in-depth research of opportunities in line with his figure, allowed us to organically obtain the cover of the Hearts Men's Health group magazine by also inaugurating the "Trainer of the Month" column with an article in the print issue and 3 online articles published in the following 3 months, with videos dedicated to specific exercises.
From this meeting, an ongoing collaboration was born between the masthead and the GS Loft brand that continues fruitfully to this day.
- Vanityfair
- Office of Cards
- Style:
- Engage
Influencer marketing activities also produced relevant results in terms of reach, engagement and brand storytelling.
The published content enabled intercepting cross-sectional audiences consistent with GS LOFT's positioning, combining visual impact, experiential storytelling and credibility.
Here are some examples of the numbers achieved by reels on Instagram:
Arianna Chieli generated more than 35,000 views with her account of the Biohacking Experience; Riccardo Zanetti surpassed 150,000 views while Giuseppe Sapio's video garnered more than 300,000 thousand views, recounting his experience in an engaging way.
