About F45 Training

F45 Training is a leading global fitness franchise founded in Australia in 2012, recognized for its innovative 45-minute, high-intensity functional training workouts. With over 2,000 studios across 60 countries, F45 has redefined group fitness by combining circuit and HIIT-style programs in a team-focused setting. In 2019, actor and entrepreneur Mark Wahlberg became a major investor and Chief Brand Officer, acquiring a 36% stake to amplify the brand’s growth and cultural relevance, particularly in the U.S. market.



100

Million Online Readership

50

Million Viewers Across Key Segments

Their Challenge

Despite its international expansion, F45 needed a tailored B2B fitness PR strategy to stand out in a crowded U.S. market. The brand aimed to strengthen its identity, grow franchise interest, and raise awareness around Mark Wahlberg’s ownership and authentic involvement.



Our Challenge

Dunn Pellier Media was brought on to lead a comprehensive PR campaign for fitness franchises, positioning F45 as the go-to brand for functional training in the U.S. Using B2B fitness PR principles, the agency crafted a compelling story that bridged fitness culture, business credibility, and celebrity-backed authenticity.

A core challenge was to differentiate this from typical celebrity endorsements. DPM needed to validate Wahlberg’s involvement as a serious investor and fitness advocate while driving visibility for the unique aspects of F45’s methodology.



Goals

Franchise Growth & Media Positioning Strategy

DPM aimed to elevate F45’s profile within the saturated fitness and wellness space by crafting a compelling brand narrative that resonated across business, lifestyle, and entertainment media. The focus was on amplifying the brand’s unique value proposition, expanding awareness among potential franchisees and consumers, and reinforcing its leadership position in the global fitness industry. The campaign also highlighted real-world success stories, innovation in training methodology, and the authentic involvement of celebrity Mark Wahlberg as a passionate investor and advocate.

DPM set out to:

  • Position F45 as a premier global leader in functional training and a popular fitness franchise
  • Leverage Mark Wahlberg’s 36% stake to drive media interest and brand credibility and Secure high-impact, top-tier press placements to attract franchisees and business partners
  • Differentiate F45 from other group training programs by showcasing its training model and community-driven culture
PR Strategy

Harnessing Mark Wahlberg’s Influence to Elevate F45

DPM crafted a multi-platform fitness public relations campaign that spotlighted Mark Wahlberg’s daily fitness routine, business commitment, and personal investment in F45. We developed key narratives around his “4 a.m. club” workouts, studio visits, and “Wahlberg Week” development to demonstrate authentic alignment with the brand.



The team secured exclusive media access, coordinated live segments, and leveraged F45’s expansion momentum with high-impact messaging for business and consumer audiences alike, delivering a campaign that spanned lifestyle, business, entertainment, and fitness media.



Results

Our Results

The campaign drove massive national awareness and helped F45 stand out as a major player in the B2B fitness franchise landscape. It positioned Wahlberg as a credible brand face, boosting consumer and franchise prospects’ interest. Major outlets amplified the partnership, reinforcing the story of a franchise revolutionizing modern group training.

Media Highlights:

  • Los Angeles Times: Deep dive on Wahlberg’s $450M F45 deal and training philosophy
  • Bloomberg: Coverage of the IPO and Wahlberg’s 36% ownership
    Business Wire: Announcement of his exclusive studio partnership in Boston
  • Athletech News: Focus on Wahlberg’s direct franchise investments
  • People Magazine: Feature on Wahlberg’s fitness life and “Wahlberg Week”
  • MarketWatch: Financial performance post-IPO with Wahlberg’s backing
  • Bloomberg TV: “F45 Goes Public” segment featuring Wahlberg
  • Entertainment Tonight: On-air F45 workout with host Kevin Frazier
  • The Ellen Show: Studio workout segment with Andy Lassner and Wahlberg
Testimonial

A Word From Our Client

“Partnering with Dunn Pellier Media was a game-changer for F45. With PR teams across Australia, New York, and Los Angeles working seamlessly as one, we amplified our message on a global scale. DPM’s strategic direction and deep understanding of the fitness and media landscapes helped us authentically share our story, including raising national awareness around Mark Wahlberg’s 36% stake in the company, drive franchise growth, and connect with a broader audience inspired by his commitment to the brand.”

Janna Fay Tuck, Former VP PR at F45 Training

Media Coverage