In today’s fitness landscape, standing out can be a challenge, especially when you’re up against industry giants with massive advertising budgets. So, how do you make a splash and drive meaningful results without breaking the bank? That was the question facing Workout Anytime, a growing gym franchise looking to carve out a niche in a crowded market.
With millions of dollars being poured into advertising by competitors, Workout Anytime needed a strategy that would allow them to punch above their weight and capture the attention of potential customers in the areas where their gyms were located. But they didn’t just want to raise awareness—they wanted to drive conversions and attract new members to their facilities.
To achieve this goal, Workout Anytime turned to Advanced Geotargeting technology, allowing them to target their advertising spending based on the locations of their gyms. By focusing their efforts on areas with larger populations and higher budgets, they were able to maximize the impact of their campaign and ensure that their message reached the right audience.
But targeting alone wasn’t enough. To truly resonate with potential customers, Workout Anytime needed a compelling message—one that highlighted the key benefits of joining their gyms. They identified three main buyer personas based on their current member base and crafted messaging that would speak directly to each group, emphasizing the 24/7 access, high-quality equipment, and premium amenities that set Workout Anytime apart from the competition.
One of the standout features of the campaign was its use of real members in its advertising content. By showcasing actual Workout Anytime members, the campaign was able to create an authentic connection with potential customers, making it more relatable and appealing.
The results speak for themselves. Despite having a relatively modest budget of just $50,000 for over 180 clubs, Workout Anytime was able to drive impressive results. In just four weeks, they generated 3,500 incremental memberships and over $1 million in incremental revenue, with a cost per acquisition of less than $15—significantly lower than the industry average.
What’s more, the success of the campaign was evident from day one. With the revenue generated from new memberships covering the cost of the campaign and then some, Workout Anytime was able to not only achieve their goals but also generate additional revenue for their business.
In the end, Workout Anytime’s “You Fit in Here 24/7” campaign serves as a testament to the power of strategic targeting, compelling messaging, and the ability to make a big impact with a relatively small investment. By leveraging technology, understanding their audience, and delivering a message that resonated, Workout Anytime was able to cut through the noise and drive meaningful results in a competitive market.