[ campaign ]

AF Southbank

$31

Cost per lead

The campaign achieved a cost per lead of just $31, demonstrating strong efficiency in attracting qualified prospects.

800

Starting members

The presale campaign successfully launched the gym with 800 starting members, building immediate momentum within the community.

1,589

Members after 6 months

Membership grew to 1,589 within six months, reflecting strong retention and consistent community engagement beyond the initial launch.

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

Eco-System Access

Photos, Designs, Videos, Presale campaign structures and more

Content Creation

Discovery, content briefing, creative direction, script writing, talent management and revisions

Sales Training

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

Challenges

Defining product–market fit
Balancing key offerings

Showcasing content pillars
Maintaining low attrition

While our primary goal was to maximise lead generation and sales opportunities during the presale phase, we had additional priorities to consider.

First, we needed to establish the product-market fit and brand identity; this involved crafting a targeted message that resonated with primary and secondary avatars and showcased the gym’s unique offering. The attrition percentage of new customers was to be kept within a pre-defined range, so we focused on ensuring that leads were nurtured with effective retargeting funnels, taking users on a journey that showcased a wide set of content pillars while considering how to manage expectations best while still exciting the community for what was to come.

Strategy

The strategy revolved around intertwining high-performing creative alongside digital IP and building strong local awareness through paid advertising on Meta and Google.

The Multi-Prong digital campaign was carefully executed and ensured that while locals were taken on a journey, we combined these efforts with an effective organic social media strategy, ensuring visibility throughout the community. Content highlighted the upcoming facility’s features, the local community, and the benefits of an Anytime Fitness membership.

We also used a referral strategy to create buzz and engage early members. Our sales team was equipped with the right tools to convert leads efficiently, ensuring high conversion rates from initial interest to sign-up.

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