$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.
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
- Consumer Sentiment
- Lead Volume
- Product value fit
While maximising leads and membership sign-ups was the core objective, the campaign needed to navigate three major challenges that shaped our strategy.
Consumer sentiment in the Paddington area was heavily influenced by a busy fitness market. To stand out, we needed to shift perception and clearly position Anytime Fitness as a premium, community-driven option. This meant strong storytelling across content creation, consistent social management, and paid digital that reinforced the club’s identity at every touchpoint.
Lead volume was another key factor. With high interest comes high demand on the team, so our approach combined dynamic paid digital, fast-moving social engagement, and direct sales call support to ensure every enquiry was acknowledged, nurtured, and converted efficiently. No lead was left behind.
Finally, establishing a clear product value fit was essential. The offer, brand positioning, and content ecosystem all needed to communicate why this location, at this time, was the right choice for the local audience. Through refined messaging, structured content creation, and ongoing creative direction, we ensured the club’s value was evident from presale through to opening.
Together, these challenges shaped a strategy built not just to attract members, but to build confidence, clarity, and long-term connection within the community.
Strategy
Our strategy across Meta and Google was built around creating a clear and compelling product–market fit before amplifying it at scale. With a highly competitive inner-city market and strong consumer expectations, we needed to ensure Paddington had a distinctive position that resonated with the local audience. This meant refining the offer, shaping the narrative, and establishing the club’s value long before ads went live.
From there, we mapped out a full 12-month project timeline designed to hit all mission KPIs — not just during the presale, but well into the club’s first months of operation. The goal was sustained, predictable growth, supported by a marketing structure that could evolve as the club moved from launch to maturity.
A critical part of this was accurately storyboarding the club’s local USPs and building out content that could be executed both pre- and post-opening. We wanted the promises made during presale to be the same story the community saw once the doors opened — the same energy, the same strengths, the same member experience. By delivering on the narrative we set upfront and showcasing it through strong post-open content, we built trust, reduced friction in the sales process, and helped members feel confident they were joining a club that lived up to its message.
This alignment of strategy, storytelling, paid digital, and content execution created a seamless journey for the consumer — from seeing the offer, to believing in the product, to becoming a long-term member.
Ongoing Engagement
The inner-city location posed a challenge due to the abundance of established fitness options. To cut through, we focused on hyper-targeted content and messaging that spoke directly to key audience segments, ensuring our campaigns remained highly relevant to people actively searching for a fitness solution.
This approach wasn’t just about the presale period — it formed the foundation for long-term success. Having worked with the club for almost five years, our ongoing engagement has helped the membership base continue to climb year after year. Through consistent optimisation across paid digital, social media management, and content creation, we’ve been able to minimise risk, maintain steady net member movement, and keep the club front-of-mind in a highly competitive market.
By pairing relevant content with a long-term marketing cadence, we ensured the club remained a strong and trusted choice for both new and returning members.
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