Understanding the challenge
A boutique fitness group was pouring budget into acquisition while members quietly churned out the back door. Intro offers filled classes, but without any lifecycle nurture, trial members lapsed before becoming regulars. Member data was scattered across studios, and the group's local discoverability was weak against larger competitors.
Our approach
We balanced Demand Generation with retention, driving trials through local media and search, then keeping members with CRM-driven automation.
Key elements of our solution included:
• A local Paid Media and SEO program driving intro-offer sign-ups at every studio.
• Automated onboarding and retention journeys that turned trial members into long-term ones.
• A CRM unifying member data, attendance, and lifecycle stage across studios.
• Predictive churn signals prompting timely, personal outreach before members lapsed.
Technical innovation
We built an engagement-scoring automation that read each member's attendance cadence and booking gaps to flag anyone trending toward cancellation, triggering personalized win-back offers before they churned. Local ad creative was AI-optimized per studio and neighborhood.
Outcome
New memberships grew 44% across locations within 12 months, churn dropped as at-risk members were re-engaged early, and member lifetime value rose as trials converted to lasting memberships.
