700
Starting Members
Members At The Start Of Refresh
1838
Opening Active Members
Members After Presale Period (12 Weeks)
60
Member Drop Off
Number Of Members Who Dropped Off
Overview
The Anytime Fitness Cleveland project was built around a major turning point for the club. After operating at breakeven for nearly 10 years, the goal was to relaunch the gym through a full presale campaign as it moved into a brand-new development — complete with upgraded design, new equipment, and enhanced member perks. This relocation created an opportunity to reset market perception and reintroduce the club to the community with a stronger, more modern identity.
To support this, we handled end-to-end content creation, guiding the process from initial concepts and scriptwriting through to talent management and on-site filming. This ensured the visual and narrative direction was clear, consistent, and aligned with the club’s new positioning. We also delivered structured sales training to prepare the team for the demands of a high-volume presale environment.
A key focus of the strategy was leaning into a community-first narrative. Cleveland has a strong local identity, so we balanced our messaging carefully — communicating the upgraded offering to existing members while introducing a refreshed value proposition to new prospects. This approach allowed us to nurture both audiences simultaneously, ensuring the transition into the new space felt exciting, inclusive, and aligned with the long-term ambitions of the club.
Services
Paid digital
Across Meta and Google with dynamic campaign structures and daily optimisation.
Sales Calls
Support with outbound sales calls during peak periods to help manage lead volume and improve conversion outcomes.
Social management
Content creation, approvals, scheduling, and full community engagement across all social channels.
Content Creation
Discovery, scripting, creative direction, talent management, and editing for high-quality club campaigns and presale content.
Challenges
- Shifting Consumer Sentiment
- Campaign Frequency
- Volume Of Media & Content Creation
We understood the assignment; the client needed leads and plenty of them. Here’s some challenges that we faced from a marketing perspective to pull off this incredible result.
Consumer sentiment had to be rebuilt. The club was well known as being an incredible community focused space, with tired bones which meant prospect sentiment was cautious prior to presale, with the move into a new development, we needed to reintroduce Cleveland to the market with a refreshed identity and a clear narrative about the upgraded product. This required thoughtful messaging across content creation, social management, and paid digital to shift perception and reposition the club with confidence.
Campaign Frequency was another major consideration. With more than $75,000 in ad spend on Meta alone, frequency management became a critical factor. To avoid audience fatigue and maintain strong performance, we storyboarded the entire 12-week campaign in advance then executed it in weekly segments allowing us to pivot as needed and stay in contact with the team on the ground to ensure that during each segment we had new campaign artboards, new videos, and new messaging introduced to reset engagement, keep the community interested, and ensure the campaign stayed fresh from start to finish.
Content creation played a central role in making this possible. The volume of creative required was far greater than a standard presale. Scripts, concepts, talent management, filming, and the full post-production process had to be tightly aligned with the campaign calendar. This ensured each stage of the presale had relevant, high-impact assets ready to go, supporting both acquisition and member communication.
Together, these challenges demanded a strategy built around consistency, creativity, and momentum — ensuring Cleveland’s relaunch not only captured attention but rebuilt confidence and long-term belief in the club’s offering.
Strategy
A core part of our strategy was adopting a community-first approach that allowed us to rebuild the Cleveland narrative from the ground up. Because the club had operated in the area for nearly a decade and was now moving into a completely new development, we needed to reintroduce it to the community as a refreshed, elevated product — not just a relocation.
To do this, we separated the two products entirely. We created new social media pages, built new Google Business Profiles, and established a completely new product–market fit for the upgraded club. This ensured existing members understood they were moving into something significantly improved, while prospective members perceived it as a premium offering in its own right, not simply a continuation of the old location.
Our content and storytelling reflected this separation. Every asset — from scripts to community reels to offer-driven messaging — was guided by the idea of “showing locals their new club” rather than advertising a generic fitness centre. We highlighted local faces, community stories, and the unique lifestyle of the Cleveland area to build authentic connection and trust long before opening day.
At the same time, we ensured the new identity lived consistently across Meta and Google. By launching brand-new digital surfaces, we created clear pathways for reviews, search visibility, and social engagement that matched the upgraded member experience. This helped us build momentum fast, giving the community a strong sense of ownership over the new space.
This community-first strategy, paired with a refined product–market fit and an entirely refreshed digital presence, allowed the campaign to stand apart while still honouring the club’s existing base. It created clarity, rebuilt perception, and positioned Cleveland as a genuinely new fitness experience — crafted for the people who live and train there.
Ongoing Engagement
Our work with Cleveland didn’t end once the doors opened. We had a double down mentality having supported the club for many years. The club’s north star has shifted from simply rebuilding its base to confidently aiming for 3,000 members, and we’re well on our way to helping achieve it.
This long-term growth has been supported by a structured, consistent marketing rhythm that adapts to the club’s seasonality and local market trends. We now run NPC-aligned campaigns built around hyper-localised emotional storytelling, strong offers, and narrative-driven creative that shows the club is more than just a product. These campaigns highlight Cleveland’s unique strengths — its upgraded design, its community culture, its staff, and its member experience — ensuring the message extends far beyond the offer itself.
By pairing these campaigns with continuous optimisation across paid digital, social media, and content creation, we’ve helped Cleveland maintain positive net member movement year after year. This approach ensures the club stays top-of-mind for locals, builds long-term trust, and keeps the momentum moving towards its 3,000-member goal.
Through sustained engagement and a community-first communication strategy, the club remains a strong, relevant, and trusted option for both new and returning members.
Let’s
Create
Your next big
project together!
