DAVID LLOYD CLUBS

Judy Murray tennis partnership PR activation

OVERVIEW

Henman Sport + Entertainment was appointed by David Lloyd Clubs – the UK’s leading health and leisure group – to activate their ambassador partnership with Judy Murray. As a highly respected former Fed Cup Captain and one of the most recognisable figures in British tennis, Judy was brought on board as a coaching consultant and advocate to strengthen David Lloyd’s tennis credentials and community engagement.

The partnership was designed to spotlight the club’s tennis coaching expertise, engage local communities, and inspire the next generation of coaches, parents and young players. We were tasked with building national and regional buzz through an integrated PR campaign and a bespoke event serie.

OBJECTIVES

  • Launch and amplify David Lloyd Clubs’ partnership with Judy Murray to national and regional audiences.

  • Plan and deliver six national tennis coaching and parent workshops featuring Judy Murray.

  • Drive increased engagement and awareness across key tennis, lifestyle, and parenting media.

  • Support local club-level membership growth through regionalised storytelling.

  • Deliver media coverage, social media reach, and engaging content to maximise commercial ROI.

STRATEGY & EXECUTION

Our campaign was designed as a layered, high-impact PR and media activation, underpinned by a strong mix of national authority and local relevance.

We created and implemented a fully integrated PR strategy, combining traditional media relations with social media engagement and video content production. Key milestones included:

  • Bespoke event series: Six national training workshops were held at David Lloyd Clubs across the UK, each featuring Judy Murray leading tailored sessions for parents and coaches.

  • Press outreach: National and regional press releases were developed and tailored to each club location, complete with quotes from Head Tennis Pros and exclusive access to Judy.

  • Media packs: Comprehensive media kits included backgrounders, interview scripts, and high-quality photography to maximise press pick-up.

  • Stakeholder liaison: Coordination with IMG, Press Association and Somersault TV to manage photography, interviews, and video conten

  • Live event activation: Onsite press office managed 1-2-1 media interviews and Facebook LIVE broadcasts to drive digital engagement in real time.

KEY COMPONENTS

  • PR & Media Strategy: Targeted outreach across national, regional and lifestyle media.

  • Ambassador Activation: Positioning Judy Murray as a tennis authority and parent advocate.

  • Content Creation: Video scripting, filming and editing with Somersault TV.

  • Social Media: Live updates, behind-the-scenes access and interactive engagement.

  • Event Operations: Onsite branding, photoshoots, and stakeholder coordination.

RESULTS & IMPACT

Our campaign achieved wide-reaching national impact and strong regional engagement:

  • 85 pieces of editorial coverage across key sports, parenting, and lifestyle publications.

  • 138 million online readership and 197,000 estimated article views.

  • AVE value of £75,588.

  • 6.1 million in total media circulation.

  • 596 social media shares and strong Facebook LIVE engagement.

  • 501 YouTube video views from promotional content.

  • 52 average domain authority of covered media, reinforcing brand trust.

This successful campaign not only elevated David Lloyd Clubs’ profile in tennis but also positioned them as champions of grassroots development, using the authority and influence of Judy Murray to reach families, coaches, and communities nationwide.

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BACK TO OUR WORK
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‘We were delighted with the amount of media coverage generated by Henman Sport + Entertainment and their event management of the six Judy Murray coach training workshops. Henman Sport + Entertainment provide PR expertise and campaign guidance across media outreach, video content generation, social media and ambassador activation which enabled us to maximise the value of our new coaching partnership with Judy Murray and generate ROI for us. We appreciative all their hard work and look forward to working with the Henman Sport + Entertainment team again in the future.’

LIZ BARTLETT

PR MANAGER | DAVID LLOYD CLUBS