Anytime Fitness Ormeau.
A dated club losing sales to low-cost gyms, turned into the 2024 Turnaround Club of the Year, the first of two back-to-back titles with Digi behind the marketing.
The brief in 30 seconds.
Ormeau sits in the Woolworths precinct in one of the northern Gold Coast's growth suburbs. The club was ready for a refresh, and needed locals to believe in it again.
Dated, and under pressure.
The club was looking a little tired, and low-cost competitors had chipped away at monthly sales over time.
Show them what's coming.
A refresh shoot and sales training to communicate the new offering, plus footage from across our franchisee ecosystem to show locals what was being built.
250+ and an award.
With a trained team on standby, the club grew by 250+ members and was named 2024 Turnaround Club of the Year.
Three moves that changed the story.
Locals couldn't walk through the new club yet, so we showed them. Then we made sure the team was ready the moment they enquired.
The refresh shoot
Fresh content of the club and its team, built to communicate the new offering and move past the dated look.
The ecosystem
Footage from other franchisees' refreshed clubs across our network showed locals exactly what was being built and how it would look.
A team on standby
Sales training so every enquiry met a confident, consistent conversation. That put the club in a great position from day one.
Low-cost gyms had been eating into monthly sales. Instead of racing them to the bottom, the content sold what a budget gym couldn't: a refreshed club, a real team and a local community.
One team, one goal.
The Ormeau club team and the Digi team, side by side on shoot day. Turnarounds are won by the people in the club; our job was to make sure the whole suburb knew about them.
- LocalContent shot around Ormeau's own landmarks, starting with the Woolworths precinct
- DroneThe club's place in a fast-growing suburb, from above
- TeamThe club team front and centre, never stock
This is a credit to the Ormeau owner and club team, who turned the club around and set the standard. We're lucky to have played a small role in it.
Digi AgencyAF Logan: the 2025 Turnaround Club of the Year.
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