From startup to 600+ members
From a warehouse shell to 600+ members: How we helped a community gym thrive during challenging times.
The client
In 2019, a charitable, community-focused gym was established to make fitness accessible to everyone.
Starting as a shell of a warehouse, the gym aimed to balance inclusivity and financial sustainability.
Opening its doors on the cusp of the COVID-19 pandemic, the gym faced unique challenges but has grown into a thriving space with 600+ members and exceptionally low member turnover.
There was some trustees and a dream. Luckily, we've got experience dealing with plucky startups!
The challenge
Launching a gym in 2019 required fast-paced revenue generation to cover costs while staying true to its inclusive ethos. The challenges multiplied with the COVID-19 pandemic, including:
- Extended closures and restrictions, forcing a pause in member payments.
- A need for quick member acquisition through carefully considered offers.
- Managing restricted class sizes and a safe reopening process.
- Operating with limited digital infrastructure to promote and manage memberships effectively.
- Competing for attention in a crowded fitness market while maintaining a community-friendly image.
The solution
From the very beginning, we partnered with the gym to establish its digital presence, provide strategic guidance, and grow memberships. Our contributions included:
Consulting on Offers and Campaigns: Advised on early sign-up promotions, such as the “first month free” offer, and built campaigns to attract members quickly.
Digital Transformation: Developed a user-friendly website integrated with gym management software, streamlining sign-ups, bookings, and member communications.
Social Media and Marketing Strategies:
Focused on Instagram for engagement with current and potential members.
Leveraged Facebook and email marketing to drive sign-ups for new and returning members.
COVID Adaptability: Supported the gym through closures and restrictions by adjusting campaigns, pausing payments, and promoting limited class offerings.
Tracking and Insights: Analysed campaign performance, enabling the gym to understand what worked and continuously optimise their approach.
Ongoing Support: Provided ongoing training, consulting, and creative assets, ensuring the gym’s team could independently manage and adapt as needed.
COVID closures didn’t stop us from building a loyal member base for this community gym.
The results
Our collaborative efforts over five years have established the gym as a community pillar and financially stable enterprise:
Membership Growth: Achieved 600+ members with low turnover, driven by effective offers and targeted campaigns.
Revenue Stability: Early sign-up offers and post-COVID promotions helped the gym recover financially and attract new members consistently.
Streamlined Systems: Simplified member management through gym software, saving time and improving the customer journey.
Effective Marketing Channels: Optimised Instagram for engagement, Facebook and email for new sign-ups, and tracked results to continuously improve.
Community Impact: The gym remains a welcoming space that delivers on its mission of inclusivity and accessibility.
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