Despite Tom Grennan’s success in the UK and his hit songs in the Netherlands, many people knew his music but not the personality behind it. We needed to raise his profile and connect him with a broader audience beyond just music fans, particularly in a way that felt authentic to Tom’s interests.

Tom is not only a talented musician but also an avid sports enthusiast, especially when it comes to fitness. This passion for sports provided an opportunity to connect him with a new audience—sports fans, a group he could resonate with on a personal level. By tapping into his love for fitness, we could create a unique piece of content that bridged his music with the world of sports.

I teamed Tom up with local kickboxing legend Tyjani Beztati, a fighter for Glory Kickboxing, to create a fun and engaging piece of content. The two met up and shared their passions, with Tyjani training Tom in kickboxing. This crossover between two high-profile figures—one in music and the other in sports—resulted in content that resonated with a sports-loving audience and generated high engagement, especially within the kickboxing community.