Club Fitness and Omni Health & Fitness are premier, local area fitness clubs. They offer almost everything you would ever want in a gym in their clean, modern, spa-like facilities. Unfortunately, their existing website presented the complete opposite first impression. Their Google reviews suffered from long-past management mistakes, and their social platform was, well, not social. All together, the web presence was damaging their business.
Enter new ownership with a mission. Faced with strong competition from low-cost, limited-feature gyms like Planet Fitness, Club Fitness and Omni needed their web presence to engage, attract and capture new customers. They had to completely rethink the website, polish their online reputation and build a platform to collect and nurture customers. The new site would be an online destination for new prospects and existing members. Web reviews receive feedback and new reviews cultivated. Online channels would need to become referral engines, engaging visitors with a combination of content, ads and promotions.
While the gyms have different names, the are owned and operated by the same team. The two sites needed consistency in design and capability, but unique management platforms and their own URLs. We first designed and built Club Fitness, then duplicated and customized the template on a separate CMS installation for Omni.
Mobile ads on Facebook now make up a whopping 76% of their $2.9B advertising revenue. These club websites were built to grab and convert mobile ad traffic. With stellar design and code, the mobile version of these sites just plain rock.
Goodbye giant 11x14 printed class calendars. These sites were built with fully-responsive event calendars, allowing members to sort by location, filter by class and consume multiple views.
Nothing was more important than creating a website that would engage and capture leads. This site is fully integrated with MailChimp's marketing automation platform. When a user subscribes for a free trial, the lead is captured and sorted. A location-specific 30-day gym pass is then immediately sent to their inbox. During the trial membership, leads are nurtured with follow-up emails and finally sorted post-trial into behavior groups for additional marketing opportunities.
Building the engine was only one piece of this project. Success depended on a steady stream of web traffic. Today we work closely with Club Fitness and Omni Health managing their social channels and running PPC and Facebook ads, all while optimizing the site for search traffic.
Choosing to believe in the potential of an integrated digital marketing program took some convincing, but ownership is so happy they did. Immediately after launch, the Club Fitness and Omni Health sites began delivering the goods.
2 Month Totals (Dec 2015 – Jan 2016)
1,165 New Leads
1,026 Facebook Fans
16,398 Website Visitors
80% Email Open Rates
The websites went live in December 2015, just in time for their target audience’s New Year resolutions. We began managing their social channels and debuted a series of high-performaning Facebook and Google PPC ads marketing the 30-day trial. The MailChimp automation tool was an instant success, offering management at each gym control over the individual leads throughout the pipeline.
This project is the model for a membership-based business. If you run a gym, a yoga studio, a tae-kwon-do academy, this is the online presence that can take your business to the next level. We’re so excited about this success, let’s talk about how a similar program could work for you.View Website