Fitstop Nundah
Fitstop Nundah is the home of functional fitness in the heart of Nundah. The studio offers 40+ sessions per week for the community to choose from, plus access to on-demand Daily Sweat workouts to do at home. Fitstop’s LIFT + PERFORM + CONDITION formula empowers its members to burn calories, build lean muscle, and improve their athletic abilities in a fun and encouraging group training environment.
The Goal
Fitstop Nundah approached Status Agency to grow its membership numbers with a paid media strategy. The team was only using its owned platforms and word-of-mouth to generate leads and recognised that it needed to invest in paid media to consistently reach new members and grow.
Together, Status Agency and Fitstop Nundah set a goal to increase paying members by 18% and decrease cost per lead by 30% using paid search and social. While morning classes were being filled quite easily, Fitstop Nundah also wanted to reach people who would prefer to attend the afternoon and evening classes.
The Challenge
There is a lot of competition for gyms in Nundah and the surrounding suburbs, so the paid media campaigns needed to highlight the unique selling points of the studio and its inspired community. Lingering pandemic restrictions also caused the member retention rate to fluctuate and it was difficult to motivate new members to sign up amid the uncertainty.
The campaigns also needed to align with the broader Fitstop network’s marketing requirements while highlighting the Nundah studio’s point of difference and being locally relevant.
The Insight
To continue to generate interest in a competitive market and capture attention through relevance, Status Agency needed to develop a variety of ‘always on’ campaigns that were constantly updated based on the season, fitness trends, and key marketing dates.
The Solution
Fitstop Nundah and Status Agency collaborated closely to generate memorable campaign ideas that would motivate residents in the local area to sign up. Ads that specifically promoted afternoon and evening classes were also created for people whose working hours restricted their availability to those time slots.
Interest-based targeting was also explored, starting with fitness and health and then branching out based on the known lifestyle traits of existing members. Planning promotions early also enabled the team to be proactive rather than reactive. Organising ad creative early meant that there was space to set up experimental campaigns and test messaging with different audience segments.
While Status Agency focused on the paid media strategy, Fitstop Nundah also worked on offering mental health support and building its community through its owned platforms, such as organic social media, particularly throughout the pandemic.
The Result
Status Agency increased Fitstop Nundah’s paying members by 18% and has maintained the target cost per lead consistently every month. The studio is now in a position where it can work on maintaining this membership level through proactive and community-led retention strategies.
18% increase in paying members
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30% decrease in cost-per-lead
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18% increase in paying members 〰️ 30% decrease in cost-per-lead 〰️
Testimonial
“Status Agency has been the game changer we've been searching for. Having dabbled, unsuccessfully, in social media marketing previously, we were reluctant to jump in again; until we sat down with Ruth and heard her plan for us. She listened specifically to what we wanted and needed, took the time to understand our business and our goals, and planned everything for us to the T. Our gym would not be in the position it is currently in without the strategy, diligence, attention to detail and authenticity of Status Agency. We could not recommend their services more highly.”
Davina Donovan and Roby Lloyd, Fitstop Nundah Owners
