$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.
Overview
The Anytime Fitness Southbank presale ran for eight weeks and delivered a strong cost per lead of $31, consistently bringing in high-quality enquiries. By opening day, the club had already secured more than 800 foundation members, giving Southbank immediate momentum and a solid platform for growth.
That momentum carried well beyond launch. Over the next six months, membership continued to rise, reaching 1,589 members through a combination of strong retention, ongoing advertising support, and genuine community engagement.
Services
Paid digital
Across Meta and Google with dynamic, performance-driven campaign structures.
Eco-System Access
Access to a shared library of high-performing organic and professional photos, videos, designs, and presale campaign frameworks.
Content Creation
Discovery, content briefing, creative direction, scriptwriting, talent coordination, and full rounds of revisions.
Challenges
- Defining product–market fit
- Balancing key offerings
- Showcasing content pillars
While our main priority was to drive strong lead generation and sales throughout the presale, there were several unique challenges to navigate.
The owner also operated an Anytime Fitness in the same postcode, which meant protecting the existing membership base was just as important as growing the new club. We needed to ensure both locations had clear space in the market, without one pulling momentum from the other.
To achieve this, we worked on defining distinct product value points for each club — separate identities, separate strengths, and separate reasons to join. This allowed us to position both locations confidently and avoid overlap in the eyes of the community.
Cutting through a busy market was another key challenge. We needed creative that felt elevated, modern, and clearly different from what competitors were doing. By leaning into advanced creative formats, strong visuals, and varied content pillars, we were able to capture attention and maintain a consistent presence throughout the full presale journey.
Strategy
Our strategy placed a heavy emphasis on content creation — not just producing assets, but building a complete content ecosystem that supported the club from presale through to its first six months of operation.
We began with detailed scriptwriting and creative planning to ensure every piece of content had a clear purpose and spoke directly to the local audience. This included managing talent on shoot days, coordinating staff and members, and directing scenes to capture authentic, high-energy moments that reflected the club’s identity. From there, we handled all editing, formatting, and revisions to create a polished suite of videos, images, and design assets tailored to each stage of the presale.
Once the club opened, we returned for a second phase of content creation — this time focused on building out three months’ worth of campaign-ready material. This allowed us to plan and schedule a diverse marketing calendar that included club reels, still imagery, USP-based assets, and design-driven creatives. By doing this upfront, we ensured the first six months of marketing had a wide variety of fresh content and offer angles, keeping the brand dynamic and preventing audience fatigue.
This approach allowed the club to launch with momentum and maintain consistent engagement long after opening day.
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