Revitalizing LA Fitness

Background

Fitness International, a conglomerate housing three distinct gym brands – LA Fitness, eSporta, and City Sports Club – faced the challenge of promoting their brands across the US and Canada without excluding a single location. Each brand had its unique positioning: LA Fitness was a widespread network with a well-established reputation; eSporta was an emerging lower-priced competitor converting locations from LA Fitness, and City Sports Club was a regional brand specific to the Bay Area. Their primary objective was to drive ‘paying guest passes’ across all brands and locations.

Mission

Our mission was to devise a strategy supporting all three brands across the US and Canada using an amalgamation of digital, TV, radio, and out-of-home advertising to drive traffic for guest pass signups. Despite facing challenges with a late-year start and aggressive New Year push, there was a struggle to convert guest passes to memberships.

Results

Through analyzing the user journey, we discerned the lag between guest pass signups and membership conversions, leading to a diversified strategy to enhance conversions. This approach not only boosted the ROI and offline conversions, evidenced by a 50% increase in foot traffic but also successfully counteracted a subsequent momentum downturn in the following year.

A Comprehensive Funnel Approach

Our full funnel approach included Linear TV advertising in key markets to drive upper funnel awareness paired with national digital advertising. We then evaluated the exposed audiences from those TV markets and retargeted individuals that were reached by TV, and added additional digital advertising layers including programmatic and social to target individuals that had not been exposed to TV advertising.

Synergistic Success

By combining TV and digital media, we amplified campaign impact and expanded reach to 1.5 Million new LA Fitness visitors.

• Digital media drove a 9.75% lift on its own across the national footprint
• TV and digital combined drove an 18.11% behavioral lift
• Campaign achieved 73% reach to new customers, accounting for 1.5MM exposed visits to LA Fitness