A media kit is a one-stop document that tells sponsors, journalists, and potential partners everything they need to know about your studio or coaching business. Without one, every partnership inquiry becomes a custom back-and-forth. With a strong media kit, you can respond to opportunities in minutes and present yourself with consistency and authority.
This workflow covers everything you need to build a media kit from scratch - and keep it current.
Section 1: Brand Story
The brand story section answers the question every partner asks first: who are you and why does it matter?
Keep it to three to four paragraphs:
- Founding story: when you started, what problem you set out to solve, what makes your approach different
- Mission statement: one or two sentences that a non-member could repeat back accurately
- Community focus: who you serve - demographics, fitness level, lifestyle - without generic language like "everyone who wants to get healthy"
- Current state: where you are now - number of locations, years in operation, signature programs or methodologies
Avoid corporate-speak. Write the way your best instructors talk in class. Partners read dozens of brand decks; a clear, specific voice stands out.
For guidance on maintaining brand consistency across all materials, refer to your brand guidelines.
Section 2: Audience Stats and Demographics
This is the section media contacts and sponsors care about most. Give them numbers they can use to build a business case internally.
Essential metrics to include:
- Total active member count (monthly average)
- Social media following by platform with engagement rate (not just follower count)
- Email list size and average open rate
- Website monthly sessions (Google Analytics)
- Class attendance average per week
- App downloads (if applicable)
Demographic breakdowns:
- Age range distribution (e.g., 35% ages 25-34, 40% ages 35-44)
- Gender breakdown
- Geographic concentration (city, region, or national if applicable)
- Household income range if available from member surveys
- Fitness goals (weight loss, athletic performance, stress relief, community)
Pull these numbers quarterly and update your media kit to match. Outdated stats damage credibility more than no stats at all.
Section 3: Testimonials and Social Proof
Three to five strong testimonials carry more weight than a dozen generic ones. For your media kit, prioritize testimonials that:
- Come from identifiable members (full name and photo, with permission)
- Speak to transformation or specific outcomes, not just general praise
- Represent your target demographic
Also include any press mentions, podcast appearances, awards, or notable features. Even local press coverage belongs here - it signals legitimacy to partners who are new to your brand.
If you have a formal press inquiry process, note it here and link to your contact. For how to handle inbound media requests, see the press inquiry SOP.
Section 4: Photography and Visual Assets
Media partners and sponsors need images they can actually use. Provide:
- Studio photography: high-resolution images of your space, equipment, and classes in action (minimum 2000px wide, print-quality preferred)
- Instructor headshots: professional photos of key staff with names and titles
- Logo files: PNG with transparent background, SVG if available, both horizontal and stacked versions
- Brand colors: hex codes, RGB values, and CMYK for print
- Usage guidelines: briefly state what partners can and cannot do with your assets (cropping, background changes, color alterations)
Host all assets in a shared folder (Google Drive, Dropbox, or a password-protected media page on your website) and link to it in the kit. Do not email large files - it creates version control problems and makes the kit harder to share.
Section 5: Partnership and Sponsorship Pricing
Be direct about what you offer and what it costs. Vague "let's discuss" language slows deals down. Include:
Partnership tiers (example structure):
| Tier | Inclusions | Rate |
|---|---|---|
| Bronze | 1 social post/month, logo in email footer | $X/month |
| Silver | 2 social posts, in-studio signage, email feature | $X/month |
| Gold | Dedicated email blast, event sponsorship, product table | $X/month |
| Custom | Tailored packages for larger brands or activations | Contact for quote |
Other monetizable assets:
- Newsletter advertising (cost per send, audience size, open rate)
- Class naming rights or themed class packages
- Pop-up events or product launches
- Podcast or YouTube integrations if applicable
Price these based on your actual audience size and engagement - not what you wish you could charge. Overpriced media kits get ignored; a well-priced kit gets responses.
Section 6: How to Assemble the Kit
Format matters. Your media kit should exist in two formats:
PDF (primary): One polished, designed PDF of 8-12 pages. Use your brand colors and fonts from your brand guidelines. Include a table of contents if the kit exceeds 6 pages. The PDF should be shareable by email without hitting attachment size limits - target under 10MB.
One-page summary: A condensed version covering brand story, top stats, and contact information. Use this for cold outreach where the full kit would overwhelm.
Tools that work well for non-designers: Canva (has media kit templates), Adobe Express, or a properly formatted Google Slides exported as PDF.
Section 7: Distribution
Knowing when and how to share the kit is as important as building it.
When to send proactively:
- Inbound sponsor or media inquiries (respond within 24 hours)
- Pitch outreach to brands that align with your audience
- Grant applications that require supporting materials
- Event co-sponsorship conversations
Where to post it:
- Your website's press or partnerships page (gated with a simple form to capture contact info is fine)
- Linked from your Instagram bio or link-in-bio tool when running partnership campaigns
- Pinned in your email signature during active outreach periods
Update the kit at minimum quarterly - more often if your audience numbers are growing fast. Send updated versions to existing partners when stats improve significantly.
FAQ
How long should a media kit be? Eight to twelve pages covers everything a partner needs without overwhelming them. If you find yourself going beyond 12 pages, move the overflow into supplemental one-pagers that you share on request.
Should we list our actual prices or keep them negotiable? List starting prices or ranges. Vague "contact us for pricing" on every line tells partners you don't have a real structure, and it slows conversations. Leave room for custom packages, but anchor with real numbers.
What if our audience stats aren't impressive yet? Lead with engagement rate over raw numbers. A 10,000-follower account with a 6% engagement rate is more valuable to most brands than a 50,000-follower account with 0.5% engagement. Be accurate and frame your numbers honestly.
Do we need professional photos, or can we use phone photos? Modern smartphone cameras produce usable photos with good lighting. What disqualifies a photo is poor lighting, clutter in the background, or low resolution - not the device. Invest in a proper photoshoot if budget allows, but don't delay the media kit waiting for one.
How often should we update the media kit? At minimum quarterly for stats. Immediately any time you add a new program, gain significant press coverage, or your follower count crosses a milestone. Outdated kits create trust problems.