Rooster to Jump-Start PR and Marketing for Surge Fitness in the UK

Rooster to Jump-Start PR and Marketing for Surge Fitness in the UK
18th June 2020 James Brooke

Rooster to Jump-Start PR and Marketing for Surge Fitness in the UK

Leading UK EMS fitness brand, Surge, has chosen Rooster as its partner PR agency for the upcoming launch of two brand new state-of-the-art EMS studios, following a highly competitive pitch process.

This is Rooster’s fourth client win since the UK’s national lockdown began twelve weeks ago and, joining the consumer & lifestyle account portfolio, is the agency’s first fitness client.

The Surge workout is unique in that it uses Electrical Muscle Stimulation (EMS) technology to deliver an effective and efficient workout in just 20 minutes. EMS training is relatively new in the UK but has seen huge success in Germany & Austria.

Tasked with launching two brand new studios in Bank and Fleet Street and educating UK consumers about EMS training, Rooster will implement an integrated PR, social and digital marketing strategy to build awareness of the Surge brand and help build its membership base.

Rooster will be responsible for generating coverage for Surge in national, regional, local and specialist consumer media, as well as reaching targeted audiences through influencer partnerships, social media campaigns, and direct to consumer activations.

Constantin Hampe, Director at Surge, says: “Rooster has been on our radar for some time now and with construction again in full swing, we’re thrilled to be working with them for the launch of our two new studios in London.

“The team’s pitch showed a thorough understanding of our business needs and showcased their ability to turn campaigns around quickly and with serious impact. We’re looking forward to seeing the EMS fitness movement grow in the UK.”

Rooster’s Managing Director, James Brooke, says: “We see huge potential for Surge to become a leading fitness brand in the UK and are already gearing up to help make that happen as soon as the new studios open. With the lockdown easing and consumers questioning how they’ve traditionally exercised, 2020 is set to be a transformational year for Surge.”

Surge Fitness sits alongside Rooster’s growing portfolio of consumer lifestyle clients, including Tempur, Contura, and Stokke.

For more information about Surge, visit

To find out more about Rooster or to view our work, visit


For further press information, please contact:
Julie Aguilera | Charlotte Wright
Rooster PR
T: +44 (0)20 3440 8930
E: [email protected]

About Surge
Surge is a new boutique health concept and the UK’s leading EMS fitness brand.

Using Electrical Muscle Stimulation (EMS) technology to deliver an effective and efficient workout in one 20 minute session per week, Surge training is unique.

Whilst relatively new in the UK, EMS has already seen huge success in Germany and Austria, with over 250,000 EMS sessions taking place every week in Germany. As many as 14 percent of all fitness studios in Germany are dedicated EMS gyms.

It is a well-researched and proven fitness method, with a number of studies (by the likes of the Institute of Sport Science and Sport Informatics – University of Cologne, and the Department of Exercise and Sports Science – University of Wisconsin) authenticating its success in improving muscle mass and function, reducing fat mass, easing lower back pain or enhancing performance capacities in professional athletes.

Personal trainer-led workouts allow clients of all ages, genders and levels of fitness to achieve muscle toning, muscle growth and weight loss. Surge trainers are fully qualified specialists in using EMS technology and will tailor sessions to fitness goals.

Crucially, to ensure safety in a post-Covid world, the EMS concept is Covid secure for both staff and members, who workout at a distance of two metres from one another and from their personal trainer.

With a free trial available for all new clients, including a full body composition consultation, Surge offers a simple subscription structure with options for 3, 12 or 18 month memberships. Prices start from £29 per personal training session.

Surge currently has a state-of-the-art studio in London’s Hammersmith, and will be launching two brand new studios this year in London’s Bank and Fleet Street. These new studios form part of Surge’s expansion strategy, targeting the huge and untapped market potential of EMS studios in London.

Surge has a highly qualified board of directors from the finance, real estate and sports industry.

Visit to find out more.

About Rooster. We are pr.®
Rooster is one of the UK’s leading independent PR agencies servicing clients across b2b and b2c sectors. Founded in 1999 by Henry Hemming, Rooster is focused on results-driven communications that deliver against clients’ business objectives. Managing Director James Brooke heads up the team of over 20 genuine, straight-talking and creative communications experts.

Rooster clients span the travel, lifestyle and business sectors including Flight Centre, Atmosphere Hotels & Resorts, Tempur UK, Vastint UK and ECA International. Rooster’s newly-launched sustainability PR service provides expert guidance and strategy for businesses wishing to better communicate how they are positively impacting our increasingly fragile world.

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