F45 STRATFORD
How we helped...
Generate £36,000 of new business in 12 months using paid advertising
THE CLIENT
F45 Stratford is a London-based fitness studio that offers HIIT workout classes focused on functional movement exercises that build your strength, flexibility and cardiovascular endurance. The global F45 fitness franchise is spreading like wildfire in the UK with the trademark 45 minute workouts becoming immensely popular with busy work professionals as well as people looking to make drastic changes to their health and fitness.
THE CHALLENGE
Tapping into new audiences by hitting their membership goal
F45 Stratford came to us because they felt like their organic growth had plateaued and wanted help hitting their 200 members goal. Having relied initially on word of mouth, flyers, posters and a few boosted Facebook posts, they felt like they needed to work with a paid ads specialist to help them break through to new audiences and stand out from the competition.
With monthly F45 membership costing roughly £200, one of our big challenges was to communicate the value of F45 and make people understand why it's different from your typical high street big box gym chain.
There are also a number of misconceptions surrounding F45 such as needing to be incredibly fit to be able to do the workouts or having to look like an Instagram influencer. We needed to make sure that we smashed those misconceptions out of the park with our paid marketing.
THE SOLUTION:
- Laser-focused audience targeting and mouth watering ads
- Customer focused targeting
- Agile campaign management
- Sales support and coaching
- A/B testing
To effectively target a local audience that would be willing to pay a premium price for fitness we uploaded a CSV file of all of F45 Stratford's members to Facebook and used it to create a lookalike audience. That way Facebook would be able to target people of a similar demographic to those already training at F45.In the ad copy we highlighted the scarcity of available trials, the urgency to get involved now as well as all of the reasons why F45 is unlike any other gym people will have trained at. We then used the ad images and videos to highlight the diversity of the members at F45 Stratford so that it was clear that F45 is an inclusive environment despite what some may think.
Throughout the course of the year we remained very agile and tested a number of different paid advertising strategies to find out what resulted in the highest lead-to-trial-to-member conversion rate. For higher ticket items such as their 8 Week Challenge Programme we used Messenger Bots to educate people as much as possible about the offer before a salesperson contacted them. For quieter periods of the year such as Christmas we ran competitions to generate maximum leads for the lowest possible price who we could then email and convert to trials during January.
It was this flexibility that allowed us to constantly fine tune our paid campaigns and make sure that we were utilising every penny of ad spend every single month.
THE RESULT
£36,000 of new business revenue in 12 months
Throughout the course of the year we generated F45 Stratford 1,700 leads across their 1 week trial, 2 week trial and 8 Week Challenge. Those 1,700 leads equated to £36,000 worth of new business revenue from £13,200 worth of Ad Spend and management fees. And, most importantly, they smashed past their 200 members target!
