Client Overview
A boutique fitness center with six branches across the United States, sought to boost membership signups while growing their personal training and group fitness programs. As a mid-sized facility offering traditional gym equipment, personal training, and group fitness classes, they needed a strategy to effectively promote all three revenue streams.
The Challenge
They faced several challenges:
- Monthly membership signups had plateaued at 25-30 new members.
- Personal training package sales averaged only 8 per month.
- Group fitness class attendance was at 60% capacity.
- Social media engagement was minimal, with less than 1% interaction rate.
- Email marketing open rates averaged only 12%.
Our Strategy
We developed and executed a comprehensive 8-month digital marketing campaign, focusing on the following:
1. Paid Social Media Advertising
- Created segmented campaigns targeting different fitness goals and preferences.
- Developed custom audiences for:
- General membership prospects
- Potential personal training clients
- Group fitness enthusiasts
- Implemented retargeting campaigns with service-specific messaging.
- Conducted A/B testing of ad creative and audience segments.
- Optimized existing photo and video content for each service.
2. Email Marketing Strategy
- Segmented email lists based on member interests and workout preferences.
- Created targeted automation sequences for:
- New member onboarding
- PT consultation booking
- Group class trial signups
- Implemented personalized service recommendations.
- Built advanced nurture workflows to upsell services.
3. Content Strategy & Distribution
- Developed a multi-service content calendar utilizing the client’s assets.
- Created targeted messaging for each service offering.
- Highlighted client success stories across service types.
- Distributed content strategically to emphasize different programs.
4. Google Ads Campaign
- Launched separate campaigns for memberships, personal training, and group fitness.
- Executed location-based search campaigns.
- Deployed remarketing campaigns with service-specific messaging.
- Implemented display network campaigns to showcase various offerings.
Results (After 8 Months)
Overall Performance (Across All 6 Branches)
- Membership Growth: New member signups increased by 70% (from 28 to 48 monthly average). Lead generation costs decreased by 25%, and the website conversion rate improved from 2.1% to 3.8%.
- Personal Training Success: PT package sales increased by 85% (from 8 to 15 monthly average). The consultation booking rate improved by 50%, and the average PT package value increased by 15%.
- Group Fitness Performance: Class attendance reached 75% capacity, class package sales increased by 80%, and waitlist signups grew by 100%.
- Digital Engagement: Social media following grew by 150%, Instagram engagement rate increased to 3.8%, email open rates improved to 25%, and click-through rates on emails reached 5.8%.
- Revenue Impact: Monthly recurring membership revenue increased by 85%, personal training revenue grew by 110%, group fitness revenue increased by 90%, and the average member lifetime value improved by 20%.
ROI Analysis
- Total Revenue Generated: $220,000
- ROI: 250%
- Revenue Breakdown:
- Membership Revenue: 65%
- Personal Training Revenue: 20%
- Group Fitness Revenue: 15%
Key Success Factors
- Multi-service targeting strategies.
- Data-driven audience segmentation.
- Service-specific automation workflows.
- Continuous optimization of ad performance.
- Strategic promotion of different revenue streams.
Looking Forward
Building on these results, we’ve implemented a long-term strategy focused on:
- Optimizing conversion paths for each service.
- Scaling successful multi-service campaigns.
- Developing advanced service-specific automation.
- Implementing cross-service promotion strategies.
- Enhancing upsell and retention campaigns.