Regional Fitness Chain - Digital Transformation

Background

When we began working with TruFit Athletic Clubs they had 19 locations throughout the highly competitive Texas fitness market. Challenged with an aggressive plan for growth, I knew we would have to create a very distinctive brand position for new markets, and develop a refined messaging strategy to more effectively enlist qualified leads.

Challenges

• • Aging Lead List
• • No Online Membership Options
• • No Attribution on Current Marketing Efforts

STRATEGY

As part of a brand evolution to refresh TruFit Athletic Clubs' unique value proposition, we first focused on reputation management and increased our net promoter score from 1.9/5 to 4.2/5 across the network by addressing uncomplimentary reviews and soliciting good reviews from members. We also implemented an omnichannel marketing blitz to propel a full-funnel campaign approach – featuring hyper-targeted messaging based on four types of psychographic prospect profiles.

In addition, we redesigned the TruFit website to make it more user-friendly and drive a 300% improvement in online membership sales. Plus, we created the TruFit+ app, with 1,000+ workouts, live-streaming, goals-tracking, nutrition, and member-engagement features.

• • Increased Net Promoter Score to 4.2/5
• • Improved Online Memberships 300%
• • Planned and Launched TruFit+ App to Increase Member Engagement & Retention

Results

This strategy increased online membership sales from 16% to 47%

This omnichannel approach was responsible for for 85% of all leads and 47%+ of membership sales. CPA’s were 50% lower than targeted goals. TruFit had opened 37 total locations, and the brand’s footprint was able to expand into new territories, taking them from a hyper local brand, to a regional powerhouse.

• • 50% lower CPA's than target goals
• • Clear attribution and robust reporting
• • Omnichannel strategy accounting for 85% of all leads