$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.
Anytime Fitness Southbank.
An eight-week presale in a busy inner-city market, for an owner who already ran a club in the same postcode.
The brief in 30 seconds.
Grow a new club fast without pulling a single member from the owner's existing club down the road.
Same postcode, two clubs.
Protecting the existing membership was as important as growing the new one, in a market full of competitors.
A content ecosystem.
Separate identities for each club, then a content library big enough to carry the presale and the first six months.
800 to 1,589.
800 founding members by opening day at $31 a lead, nearly doubling within six months.
Content for six months, not six weeks.
Every piece had a job. Hover a pillar to see what it did.
High-energy video of staff and members, directed on shoot day to feel like the club.
A library of polished photos for ads, socials and the website.
Content built around what only Southbank could offer.
Offer-led designs and advanced formats that looked different to every competitor.
One owner, two identities.
Each club got its own value points, strengths and reasons to join, so the community never saw them as the same thing.
Protect what's working.
- Its own identity and strengths
- Members kept, not poached
- Clear space in the market
Something new for the inner city.
- Distinct product value points
- Elevated, modern creative
- Varied content pillars across the whole presale
AF Logan Reserve: 1,100 founding members.
Let’s
Create
Your next big
project together!
