THE CHALLENGE

Originally known as Gympass, a B2B platform that rose to unicorn status in 2019 by providing gym pass solutions, the company rebranded in 2024 to become Wellhub. The new name reflected a broader, more holistic commitment to wellness beyond just gym access. Wellhub’s mission was to establish itself as a comprehensive wellness leader in an increasingly competitive market. Dialogue’s task was to drive this transformation and make the brand a recognized authority in holistic wellness across Latin America, focusing on its two key markets, Brazil and Mexico.

THE WORK

To elevate Wellhub’s brand identity, Dialogue implemented a strategic media approach across Brazil and Mexico, including:

1. Goodwill Meetings and Media Briefings: Executives engaged with key industry figures, including influential KOLs and press, to deepen relationships and position Wellhub as a wellness pioneer.

2. High-Impact Media Placements: The agency secured early morning press coverage with top-tier outlets in business, advertising, and HR sectors to ensure Wellhub’s message gained traction, trending across digital platforms throughout the day.

3. Thought Leadership: Byline articles were developed with Wellhub’s Head of Brand, Flavio Reghini, to communicate the creative vision behind the rebranding, with placements in major marketing publications like Meio & Mensagem, ADNews, and Fast Company.

THE RESULTS

Dialogue’s campaign drove significant visibility for Wellhub’s rebrand in Brazil, with coverage in 75 leading media outlets, achieving a tier 1 reach of 85.1 million. A trending topic on X and LinkedIn, the launch included seven high-profile interviews with Priscila Siqueira, Head of Wellhub in Brazil, in top-tier outlets such as IstoÉ Dinheiro, Forbes Brasil, and EXAME. These placements boosted inbound traffic to Wellhub’s website and social media, and a popular Exame article became one of the most shared pieces, further cementing Wellhub’s rebranded presence in the wellness space.