Rebuilding Anytime Fitness’ Gym Community

Innovative holistic marketing strategies lead to a 200% increase in conversion rates over a 6-month span.

  • challenge icon mountain
    Challenge

    Like many other gyms, Anytime Fitness was hit hard by the pandemic. During various times, many of its more than 2,500 domestic (U.S. and Canada) franchise locations had to close their doors due to stay-at-home orders. Once they were allowed to reopen, the brand needed to rebuild its once robust gym community for the 10,000+ owners and staff members through successful promotional marketing campaigns.

  • icon strategy target
    Strategy

    Goodway Group recommended that Anytime Fitness pause its always-on marketing campaign in March 2020 when gyms closed. It resumed mid-June 2020 when gyms began to reopen, alongside a promotional offer campaign that ran during fall 2020. Goodway targeted an audience that showed interest in gyms or fitness. The upper-funnel brand awareness campaign included CTV, video and audio using site and contextual targeting, while the next layer of the funnel included display and social advertising using behavioral and look-alike modeling.

  • icon success modem wifi signals
    Results

    The Goodway and Anytime Fitness teams persevered through a tough year to deliver impressive results, given the challenges they faced. The Goodway team kept the average CPL for the always-on campaign low from June to December and drove thousands of leads, at an efficient cost per year. The fall promo campaign delivered 94% of the lead goal, which was a 128% increase over the 2019 campaign, and the CPL improved by 94% from the previous year.

  • Goodway Group brings so much to the table – smart media strategy, impeccable execution and thoughtful collaboration. We are happy to have them as a partner and appreciate the impact they have had on our business.

    Tyler Igou Headshot
    Tyler IgouDirector, Paid Media & Demand Generation at Self Esteem Brands

    Results

    icon computer increase

    128%

    Increase in Leads Generated

    icon computer performance

    94%

    Improved CPL YoY

    icon conversion lift arrow up

    200%

    Increase in Conversions

    Recognition

    Digiday 2021 Award
    award the wires
    AdExchanger 2021 Award

    Reach out to us today to discover holistic marketing strategies to increase your leads and conversions.

    Contact Us
    Resources
    tacori blue box
    Case Study
    Holistic Social Media Strategy with First-Party Data

    Facebook-focused strategy with 1st-party data helped luxury brand Tacori realize a 7.17 ROAS. 

    Read More
    businesswoman running holistic marketing campaign
    Blog
    Boost Your Performance With This 5-Step Holistic Marketing Formula

    If your budget is limited, how do you boost your digital campaign performance? Follow our 5-step holistic marketing formula.

    Read More
    White Paper
    2022 Digital Marketing Trends

    Discover how to build a stronger ecommerce presence and turn more online browsers into buyers.

    Read More