FS was one of the leading UK men's lifestyle titles, with more than 100,000 readers hooked on its essential monthly mix of fitness, style and sport

FS Magazine

FS magazine launched in 2014, spearheading a new distribution model that coupled traditional newsstand sales with additional retail and other outlets. This placed the brand where its target audience of young style- and fitness-conscious men actually visited and shopped, which included Flannels, USC, and Box Nation boxing events.

The title focused on fashion and sport, the key areas in the lives of its young male readers. FS was the third largest men’s lifestyle market title with an ABC of 100,467, of which 88% were actively sold. FS also had one international licensed edition in the Baltics.

In addition to creating the FS magazine and website, Haymarket Network sold advertising across all FS platforms – from display to sponsorship to native advertising and branded content – and partnered with many brands including British Army, Apple, Maserati, Luke, River Island, Flannels, Gillette, Hugo Boss, Puma, Adidas and Nike.

FS won a number of awards:

  • 2016 Paul Frost, Art Director of the Year, British Society of Magazine Editors (BSME)
  • 2016 James Charlton, Men’s Lifestyle Editor of the Year, Highly Commended, British Society of Magazine Editors (BSME)
  • 2014 Launch of the Year, British Society of Magazine Editors (BSME)
  • 2014 Magazine of the Year, National Federation of Retail Newsagents (NFRN)

FS website & social offered a daily dose of entertaining and informative style, fitness, nutrition and sport content.

In less than a year, went from no online following to more than 1.5 million total page views and more than 200,000 unique users per month. By engaging with its readers through its exclusive content, expanded social media following and 20,000 weekly-newsletter subscribers, it grew by the day.

With sporting heavyweights such as Anthony Joshua and David Haye talking about FS to their 2 million-strong Twitter following, or pop culture star Chabuddy G sharing FS content with 250,000 online fans, extended the FS brand beyond a successful print product to reach a global, digital audience.

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