/01
Grow the online membership channel
The digital acquisition work helped increase online memberships by 300%. Online's share of memberships grew from 16% to 47%.
Performance Marketing / Fitness
TruFit Athletic Clubs
A regional fitness chain’s digital transformation, connecting brand positioning with online membership and measurable acquisition.
01 / THE PROJECT
Make membership part of the digital journey.
Performance marketing and digital membership growth for TruFit as the business expanded from 19 to 35 locations. The work connected acquisition campaigns, the online membership journey and an omnichannel lead program.
Online membership needed to become a larger part of the business's acquisition mix. The program joined media decisions with the digital signup experience, while reputation and location growth formed part of the wider commercial picture.
WHAT I WORKED ON
- Performance marketing
- Online membership acquisition
- Omnichannel lead generation
- Digital signup journey
- Growth reporting
/02
Connect the lead journey
The omnichannel program generated 85% of leads, joining the ways prospective members encountered the brand with the path toward membership.
/03
Keep growth tied to efficiency
Acquisition cost finished 50% below target. The online membership channel was attributed more than $120 million in revenue as the location footprint grew.
+300%Online memberships
Growth in online membership volume.
16% → 47%Online membership share
Online's contribution to the membership mix.
50% belowTarget acquisition cost
Cost per acquisition relative to target.
$120M+Attributed online membership revenue
Revenue attributed to the online membership channel.
The results
TruFit expanded from 19 to 35 locations. Online memberships grew 300%, online's share increased from 16% to 47%, and the review rating rose from 1.9 to 4.2 out of 5.