From fitness to healthness
Jims is a Belgian fitness chain active in Belgium and Luxembourg and part of Colruyt Group. But Jims is not your average gym. The brand is deliberately shifting from “fitness” to “healthness”: from simply offering workouts to building a place where prevention, rehabilitation and sport come together under one roof.
With initiatives such as Move for Health and structural collaborations with hospitals and physiotherapists, Jims positions itself as a partner in long-term wellbeing. Accessible movement for everyone - including people with heart conditions, obesity or recovering from cancer - is at the core of its strategy.
In September 2025, Walkie Talkie came on board to support this ambition with a broad and integrated PR approach.
Launching a new health ecosystem
Our collaboration kicked off with a major announcement: the partnership with SPRS and PRIME. A strategic move that reinforces Jims’ positioning as more than a fitness chain. By integrating prevention, rehabilitation and sport into multiple of its clubs, Jims created a new kind of health ecosystem.
To mark this milestone, we co-organised a press event at Jims Dok Noord. From drafting and distributing the press release to personal media pitches, coordinating press invitations, on-site press support and detailed reporting - we handled the full PR roll-out.
The result? 15 clippings across regional media, trade press and television. A strong and credible start that immediately positioned Jims within the broader health debate.
Following this successful launch, we moved into an always-on, day-to-day collaboration focused on e.g. regional visibility.
As Jims continues to expand rapidly across Belgium and Luxembourg, each new club opening represents an opportunity to anchor the brand locally. Our approach was and still is structured and consistent. First, we coordinate announcement coverage with local media - from drafting the press release to targeted pitching and follow-up. Then we secure press attendance at opening events and official inaugurations.
The result is steady, recurring exposure in key regional outlets, reinforcing brand awareness where it matters most: close to future members.
Building thought leadership in Belux
Beyond openings and announcements, we actively strengthen Jims’ corporate positioning and spokesperson visibility.
We provided in-depth media training to several key figures within the organisation. The CEO underwent a French-language media training ahead of an important live television interview in Wallonia. In Luxembourg, we intensively trained the Country Manager in preparation for a high-profile interview that we proactively secured through targeted pitching to key media. Both interviews resulted in positive coverage and strong sentiment, further positioning Jims as a thought leader in the health and fitness landscape in Belgium and Luxembourg. A positioning we will continue to build in 2026.