1,183
Leads in 14 months
903 Meta leads from Digi campaigns, plus around 15 Google leads and 5 walk-ins a month, September 2024 to October 2025.
$28.79
Cost per lead
Average cost per lead across all 1,183 leads over 14 months.
20
Promotions in 14 months
A new offer in market almost every month, each built around the club’s value.
Overview
Anytime Fitness Logan sits at the Logan Hyperdome on Wembley Road, in one of the busiest fitness markets in south-east Queensland. In 2025 the club was named Turnaround Club of the Year at the Anytime Fitness Australia awards. We’re proud to have been part of that story, but we were never the whole story. It started with an owner willing to reinvest in the business and a team that showed up every day.
Services
Promotions calendar
A 12-month calendar of offers built around the club’s unique selling points and value.
Paid digital
The Logan Central 2.0 relaunch, then a new lead campaign every month.
Content creation
Scripting, proven video references, filming and editing for the relaunch shoot.
Lead automation
Automated lead flow and a follow-up process with a 30-second response time.
Ad reporting
Monthly reporting so every promotion was measured against the last.
Challenges
- A Tired Club
- Crowded Market
- Old Perceptions
- Year-Round Growth
Before the refresh, Logan was a club locals had already made their minds up about. The fitout had aged, newer and cheaper gyms had moved in around it, and the club’s reputation hadn’t kept pace with what the team could deliver.
Fixing the building was only half the job. We had to change how the community felt about the club, and cut through a market where the who’s who of local fitness were all chasing the same people with the same offers.
And a relaunch is only a moment. The bigger challenge was turning that moment into twelve months of consistent awareness and growth.
Strategy
The owner reinvested heavily into the business with a full refresh: new strength equipment, a rebuilt floor, new lighting and a completely new look inside and out. Our job was to make sure Logan knew about it.
We kicked off the refresh with a full content shoot. Our team wrote the scripts, pulled the video references we knew already worked for other clubs, then filmed and edited everything in-house, so the relaunch had a library of fresh content showing off the new space and the team behind it.
We relaunched the club as Logan Central 2.0. The advertising was built to shift consumer sentiment, not just sell a membership. Rather than fight the established players on price (the thinking behind our Low Cost Competitor Plan), we introduced the refreshed club as a new product with fresh energy, and backed it with high-impact organic content of the new space and the team behind it. The relaunch campaign alone delivered 261 leads.
Behind the ads, we ran the same playbook we use for a brand-new club, with a presale-style build-up to the relaunch. We added automations to the club’s lead flow, so every enquiry was followed up by SMS, Messenger and email, and built a follow-up process that let the club manager respond to new leads within 30 seconds.
Then we planned the year. A 12-month promotions calendar gave the club a reason to be in market every month, from Day Zero Sales and birthday vouchers to Easter, EOFY and 5 for 5 offers. Each one led with Logan’s unique selling points and the value of the refreshed club, not the cheapest price in town.
From September 2024 to October 2025, the club generated around 1,183 leads across 20 promotions: 903 from Digi’s Meta campaigns, plus around 15 Google leads and 5 walk-ins every month. That brought the overall cost per lead down to $28.79. The owner and the club team turned those enquiries into members, and the result was Turnaround Club of the Year.
The turnaround
Kick-off
Content shoot
Scripts, proven video references, filming and editing of the refreshed club.
Oct 2024
Relaunch
Logan Central 2.0 goes live and brings in 261 leads.
Year one
12-month calendar
A new offer in market almost every month, built on value.
Sep 2024 – Oct 2025
20 promotions
1,183 leads at $28.79, backed by a 30-second response process.
Nov 2025
Turnaround Club of the Year
Recognised at the 2025 Anytime Fitness awards.
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