[ campaign ]

AF Paddington

$51

Presale CPL

The presale campaign delivered cost-efficient leads, ensuring strong value for every marketing dollar spent.

500

Opening Active Members

At launch, the gym gained strong traction with a highly engaged foundation of active members.

1500

Members After 6 Months

The gym saw strong growth and engagement, reflecting high demand and a loyal community base

2000

Members After 12 Months

The gym had firmly established itself as a thriving community hub with sustained growth and retention.

Our growth partners

Overview

The Anytime Fitness Paddington (Brisbane) presale campaign was a comprehensive 12-month project, carefully executed to meet both immediate and long-term goals. Located in an inner-city area of Brisbane, the club faced plenty of competition from well-established fitness brands in the immediate and surrounding areas.

While the presale period presented its fair share of challenges, we focused on ensuring sustained success by mapping out a 12-month project to ensure positive net member movement month on month. Our strategy aimed to generate strong initial sign-ups and take the local community on a journey, keeping the club’s offerings visible and relevant long after the presale phase.

Services

Paid digital

Across Meta & Google with dynamic campaign structures

Consultation

With Anytime Fitness support office to ensure national media is considered.

Social management

Content creation, content approvals, and community engagement.

Sales Training

Presale-specific training on how to sell during a club closure

Challenges

Campaigns
Relaunches
Openings

Presale
Facility updates
Strategy

While the primary goal was to maximise leads and membership sign-ups during the presale period, several key considerations guided our approach.

The Paddington market was highly competitive, requiring us to position the gym as a unique option. We knew winning the consideration battle wouldn’t happen overnight, so we focused on maintaining a strong brand presence that resonated with the local community while ensuring consistent communication across digital, social, and offline channels.

Additionally, we needed to balance the urgency of attracting new members with the long-term goal of maintaining engagement and reducing attrition after the gym opened.

Strategy

The strategy for Paddington centred around targeted digital marketing that ensured immediate short-term success.

We executed a campaign that ensured the club was visible whenever and wherever locals would be searching. To build trust with the audience, we also had a content weighting of 80% user-generated content. We used paid campaigns across Google and Meta, coupled with local content creation, to ensure maximum visibility

Ongoing Engagement

The inner-city location posed a challenge due to the abundance of established fitness options. To overcome this, we utilised hyper-targeted content and messaging that resonated with specific audience segments, ensuring our ads and promotions were highly relevant and visible to those actively seeking fitness solutions.

This focus on hyper-relevant content played a critical role in driving positive net member movement, making sure the club remained a top-of-mind option for potential members.

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