How InnerXLab secured 19 media features through expert-led PR
Adam Levine, InnerXLab
Digital marketing and business expert PR
InnerXLab wanted to build the profile of founder and high-performance coach Adam Levine, turning his expertise into credible media opportunities across business, leadership, workplace performance and wellbeing.
Rather than relying on a single narrow subject area, the campaign positioned Adam as an accessible expert who could contribute useful commentary across entrepreneurship, leadership, workplace culture, productivity, recruitment, technology and mental wellbeing.
Across the campaign, Adam and InnerXLab secured 19 published articles across 15 different publications, including The i Paper, The Mirror, Creative Bloq, IT Pro, TechRound, ICAEW Insights, HR Grapevine and HRO Today EMEA.
The client
InnerXLab is associated with high-performance coaching and the expertise of founder Adam Levine.
Adam's media profile spans subjects including leadership, entrepreneurship, productivity, workplace performance, career development and wellbeing. This breadth gave the campaign the opportunity to respond to a wide range of journalist requests while still keeping his commentary connected to his underlying professional expertise.
The objective
The campaign was designed to increase Adam's visibility as an expert and build the profile of InnerXLab through credible earned media.
The focus was not simply on getting the company name mentioned. We wanted journalists to repeatedly use Adam as a knowledgeable source in articles where his experience could genuinely contribute to the story.
This meant:
positioning Adam as an expert journalists could approach across several related subject areas
responding quickly to relevant journalist requests
creating concise, useful commentary suitable for publication
building visibility across both specialist and mainstream media
identifying proactive stories where InnerXLab's expertise could contribute to wider news and business conversations
The strategy
Reactive expert commentary
Reactive journalist opportunities formed the core of the campaign.
We identified requests where Adam could credibly comment and developed responses around topics ranging from leadership and entrepreneurship to workplace stress, recruitment and productivity.
This led to coverage such as:
The i Paper on daily habits that can make life easier
HR Grapevine on influence in the workplace
HRO Today EMEA on identifying and developing leaders
Croner-i on time management and operational efficiency for small businesses
Creative Bloq on notable rebrands from the 1970s and 1980s
The Mirror on the wellbeing benefits associated with building Lego
IT Pro on compressed working hours in technology companies
ICAEW Insights on workplace burnout
AIM Group on recruitment and employee referrals
Financial Accountant on taking time away as a sole practitioner
Our Media on the 'Sunday scaries'
Business and leadership positioning
A major strand of the campaign positioned Adam around leadership, entrepreneurship and workplace performance.
That allowed us to place him in publications serving business owners, managers, HR professionals and entrepreneurs, rather than limiting the campaign solely to coaching or wellbeing titles.
Coverage included topics such as workplace influence, leadership development, small-business efficiency, time management, recruitment and employee productivity.
Technology and current affairs commentary
We also used Adam's broader business perspective to contribute to topical technology discussions.
He was featured by CCN.com in coverage relating to Google's relationship with Anthropic and the implications for AI innovation, while TechRound included him in coverage examining lessons from ChatGPT's development and success.
This helped widen his media positioning beyond conventional coaching topics.
Proactive PR
Although most published coverage came from reactive opportunities, proactive pitching also generated a result.
A press release around Spain's workplace productivity and lessons for other countries resulted in coverage from TechRound.
This gave the campaign a mixture of reactive and proactive activity rather than relying exclusively on journalist requests.
Building a broad expert profile
One of the strongest outcomes of the campaign was the breadth of subjects on which Adam was able to contribute.
His coverage included:
leadership and management
entrepreneurship and small business
productivity and organisation
recruitment
career development
workplace wellbeing
mental health
technology and AI
branding
lifestyle and behavioural topics
That breadth enabled InnerXLab to participate in substantially more media conversations while retaining Adam as the consistent expert behind the campaign.
The outcome
Between 1st March 2024 and 22nd September 2025 (from a 12 month campaign), the campaign generated 19 published articles across 15 different media titles.
The coverage ranged from specialist business and HR publications to technology, creative and mainstream consumer media.
Six of the published articles also included backlinks.
Adam's testimonial reflected the wider aim of the service: making sustained PR activity manageable for a founder while the agency handled the media work.
“I can’t recommend this PR service enough. As someone with a startup, I was nervous about getting press coverage for my business, but the team made it so simple. Their done-for-you service gave me peace of mind and let me focus on growing my business.
What really sold me was the transparency and how affordable it is compared with traditional PR agencies. If you’re looking for an effective way to grow your brand and get your name in the press without the usual PR headaches, this is it.”
Adam Levine, 27th November 2024
| Result | Details |
|---|---|
| Campaign | InnerXLab |
| Campaign coverage period | 1st March 2024 to 22nd September 2025 |
| Expert | Adam Levine, InnerXLab |
| Primary objective | Build Adam Levine's profile as a credible expert and increase InnerXLab's visibility through earned media |
| PR approach | Expert commentary, thought leadership, reactive journalist opportunities and proactive PR |
| Published media opportunities | 19 across the supplied campaign records |
| Publication titles | 15 |
| Selected publications | The i Paper, The Mirror, Creative Bloq, IT Pro, TechRound, ICAEW Insights, HR Grapevine and HRO Today EMEA |
| Campaign focus | Digital marketing, business, leadership, entrepreneurship, workplace performance, productivity, recruitment, careers, wellbeing, technology and branding |
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