Anytime Fitness Redbank Plains.
Closed through COVID, surrounded by new competitors, and five years later a Club of the Year contender. How the Redbank Plains team won their community back.
The brief in 30 seconds.
Redbank Plains came out of COVID into a very different market. New gyms had opened nearby, some of them cheap, and locals had more choice than ever.
Closed, then crowded.
The club had been shut through lockdowns. By the time the doors reopened, competitors had set up in the area, and the club had to give locals a reason to come back.
Value, not the lowest price.
We rolled out our Low Cost Competitor plan digitally, then backed the 2024 refresh with a planned calendar of offers, design support and a community-first content approach.
Runner-up, Club of the Year.
A big turnaround in profitability, member satisfaction and the overall experience, recognised as the 2026 Club of the Year runner-up.
Five years to contender.
Becoming a Club of the Year contender didn't happen in one campaign. It took five years, a lot of reinvestment and a club team that kept showing up.
Doors closed
COVID lockdowns shut the club, and members got used to training somewhere else, or not at all.
New neighbours
Competitors opened in the area, including low-cost gyms competing hard on price.
The low-cost plan
We rolled out our Low Cost Competitor plan online: sell the value a budget gym can't match, never race to the bottom.
The refresh
Owner Jordan reinvested in a full refresh, and we helped tell locals there was a new club worth coming back to.
Runner-up
A transformed club, recognised as the 2026 Club of the Year runner-up.
The goal was never a trophy. It was a better club: more profitable, with happier members and a better experience every time someone walks in. Five years on, that's exactly what Redbank Plains has, and that was the reason for starting the journey.
Every ad had to pass one test: could the budget gym down the road run this exact ad? If it could, we rewrote it. Redbank Plains sold its team, its refreshed space and its community.
Win back the community.
Locals had more choice than ever, and most were choosing on price. We had to show them what they'd get at Redbank Plains that they couldn't get anywhere else.
“Why would I pay more?”
- Locals making decisions on price
- More fitness products to choose from than ever
- A club not yet sure of its product-market fit
“Have you seen it now?”
- A friendly community that knows your name
- An epic, refreshed facility
- A club that shows up 24/7, whenever they search
Your local 24/7 gym, with a friendly team and a freshly refreshed club. Come in for a tour.
High barrier. Low barrier. Repeat.
Instead of one big promotion a year and silence in between, the club runs a planned rhythm of offers, so there's always a reason to walk in, and never so many discounts that the membership loses its value.
Get them through the door
Free trials, friend passes and short intro offers. Easy yeses that put locals inside the refreshed club, where the team and the space do the selling.
Turn interest into members
Membership offers timed for the moments people are ready to commit, backed by everything the low-barrier months have built up.
Each offer came with ready-to-use artwork: ads, social posts, in-club screens and printed material, all in the same look, so the team never had to design a promotion from scratch.
Training the team, not just the ads.
Through 2025 and 2026 we ran workshops with the Redbank Plains team, so the people in the club could carry the marketing every day, not just when Digi was on site.
- Social mediaWhat to film, how to post and how to reply, so the club's pages stay active between campaigns
- Compare the pairA side-by-side look at the club's digital footprint against other local businesses
- OffersHow each promotion works, and how to talk about it at the front desk
See yourself the way locals do.
In one session we put the club's digital footprint side by side with other local businesses: Google profiles, reviews, socials and photos. Seeing it the way a local does made it obvious what to fix first.
An example of the checklist we work through with the team. Every business is compared against real local competitors in the session.
Front foot forward, in every frame.
A community-first approach to social: the club's own team, members and moments, filmed on a phone and posted consistently. We coached the team on how to show up on camera so every post puts the club's best foot forward.
- Community firstLocal people and real moments before promotions
- On cameraSimple coaching so the team looks and sounds confident
- Every frameTidy space, good light and the team front and centre
- ConsistencyA posting rhythm the team can actually keep
Come and see the new Redbank Plains 💜
Five years ago this club was closed. Today it's a Club of the Year contender, and winner or not, the needle has moved for good. The credit belongs to the Redbank Plains team and to owner Jordan, who reinvested in the business and backed his team to make the club what it is today. We're proud to have played a part.
Digi AgencyAF Ormeau: the 2024 Turnaround Club of the Year.
Let’s
Create
Your next big
project together!
