You Fit in Here 24/7

BIG PICTURE:

How to become relevant in a saturated market where competitors spent millions of dollars... Generate incremental revenue with a small investment in a category that is ruled by the biggest franchise networks in the world.

For the first time ever, Workout Anytime wanted to launch a national campaign with local relevance to connect with potential customers in the areas our gyms are located. We took the challenge further and decided to make this campaign a conversion campaign.

Solution:

Weight the advertising spending based on gym locations using Advanced Geotargeting technology.
Create a consistent campaign message based on what matters most when joining a gym: 24/7 access, high-quality equipment, and premium amenities.
Communication was divided into three main buyer personas according to their affinity with our current member base. This allowed us to deploy a set of messages that would engage and resonate with the audience.
-Geographic targeting ensured a higher impact in states with larger populations and budgets.
-Our no-model policy allowed us to create content with our real members, making the campaign more appealing to the potential audience.

Results:
With a small budget of just $50K for more than 180 clubs, we were able to generate:
3,500 incremental memberships in just 4 weeks.
Over $1 million of incremental revenue according to their Lifetime Value.
A cost per acquisition below $15, compared to the industry average of $57.
Just with the first month dues, the campaign paid for itself and generated additional revenue.