Case study · Fitness
The People'sGym.
The brief
Fill the gym, campaign after campaign.
Fresh Active is a gym group that lives and dies by new members, and the calendar sets the rhythm: January, summer, a £1 joining offer in September. Each one needs creative that cuts through locally and a campaign that turns interest into sign-ups.
The brief was ongoing: own the gym's paid social, and make every campaign cheaper per lead than the last.
How we solved it
Champion the people, not the equipment.
Every gym in the area was selling the same thing: the kit, the classes, the offer. Fresh Active's real difference was its people, so we went against the grain and built the brand around its community: the members, the trainers and the faces you actually see on the gym floor.
That started with a substantial photography library shot with real members, which every campaign since has drawn on. On top of it we've run paid ads at strategic moments over the years, New Year, summer, the £1 September offer, each one timed to when people are ready to join, and each one generating a fresh wave of sign-ups. Across the account that's 3.3 million views and 550+ leads at £3.61 each.
Deliverables · 01
Long-form video
Campaign films and promos. Hover to preview, click to watch.
Deliverables · 02
Photography
Stills from the gym shoot, used across ads, the website and socials. Click either side to move through.
Deliverables · 03
Social content
Vertical campaign ads for Instagram and Facebook.
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