Our client is one of Australia’s most innovative boutique fitness studios that combines high intensity cardio training with heart-racing workouts incorporating fast choreography, jogs, epic climbs and dedicated upper body tracks for a whole body burn. As a membership based business, it was important to not only build their client base but to also ensure consistent brand recognition for new, past and current clients.
Marketing goals and challenges for our client
Our client, a fitness business built on a membership model, faced the dual challenge of growing their client base while maintaining consistent brand recognition across new, past, and current clients. For a business operating in the competitive fitness market, it wasn't enough to simply attract leads—they needed to foster lasting brand loyalty and keep their community engaged over time.
Key marketing goals
Client Acquisition
Increasing membership sign-ups through targeted campaigns that spoke to different audience segments: new clients, those who had lapsed, and current members looking for more engagement.
Brand Consistency
Ensuring that the boutique fitness studio brand identity — dynamic, premium, and community-focused — was consistently reinforced across all digital touchpoints.
Client Retention and Re-Engagement
Developing strategies to re-engage past members and retain current ones, making our client the ongoing choice for fitness enthusiasts rather than just a trial experience.
Optimised Digital Presence
Strengthening visibility and conversion rates through a comprehensive digital strategy across Meta Advertising, Google Ads, and Email Marketing.
Digital marketing tactics
Meta Advertising: Targeted ads promoting free trials, special membership deals, AfterPay and event classes, with retargeting for past visitors and custom audiences for high-conversion campaigns.
Email Marketing: Automated nurture sequences for new leads, regular newsletters for members, and win-back campaigns for lapsed clients, all designed to drive engagement and upsell services.
Google Ads: Focused on search campaigns for keywords like “spin classes near me” and “best fitness studio in [City]”, as well as remarketing ads to capture high-intent audiences.
Marketing challenges
Market Saturation
The fitness industry is highly competitive, with new boutique studios and online platforms constantly emerging. Standing out and proving the value of an in-studio experience like our clients boutique fitness studio was a continual challenge.
Audience Fragmentation
Different client groups — brand-new prospects, returning clients, and current members — needed very different messaging. Marketing strategies had to be highly segmented and personalised without losing the overarching brand voice.
Platform Algorithm Changes
Meta (Facebook and Instagram) advertising and Google Ads are subject to regular algorithm changes, which could impact campaign performance unpredictably and required ongoing testing and adaptation.
Maintaining Engagement
Keeping past clients interested and nurturing current members meant balancing promotional content with valuable, community-driven messaging in email marketing and social posts.
Impacts of challenges to the client
Market Saturation
With so many fitness options available, potential clients often struggle to distinguish the boutique fitness studio from competitors. Without strong differentiation, the studio experienced slower membership growth and faced greater pressure to constantly offer promotions to stay competitive, which impacted profit margins.
Audience Fragmentation
When marketing messages weren’t carefully tailored to different client groups (new, past, and current clients), the boutique fitness studio risked losing relevance. New leads often failed to feel an emotional connection, past clients lacked motivation to return, and current members sometimes felt undervalued — ultimately leading to lower retention rates and missed opportunities for community building.
Platform Algorithm Changes
Changes in Meta or Google algorithms sometimes reduced the visibility of their ads or increased advertising costs. When campaigns became less efficient without quick adaptation, our client faced higher cost-per-acquisition (CPA) and slower returns on their marketing investment.
Maintaining Engagement
A lack of consistent, meaningful engagement with clients resulted in more lapsed memberships and lower lifetime customer value. Without regular communication that felt fresh and authentic, members often drifted towards newer or trendier fitness options.
Overall, if these challenges weren’t effectively managed, our client could have faced:
- Slower membership growth
- Increased marketing costs
- Lower member retention and loyalty
- Reduced profitability over time
- A weakened brand presence in a highly competitive market
What was the initial research?
To ensure our client’s marketing efforts were fully optimised and aligned with their business goals, a comprehensive audit and research phase was conducted. This process identified strengths, uncovered areas for improvement, and highlighted new opportunities across key digital channels including Meta Advertising, Email Marketing, and Google Ads. By carrying out a detailed analysis of existing strategies, performance data, technical set-up, and competitor activity, we were able to build a more effective, scalable marketing framework that supported client acquisition, brand consistency, and long-term member retention.
Frameworks and models used to evaluate the problem/challenge
Meta advertising audit and research
Account Structure Review: Campaigns were reviewed to ensure they were organised by objective (awareness, engagement, conversion) and audiences were segmented correctly (new vs retargeting).
Audience Analysis: Custom audiences, lookalike audiences, and retargeting lists were analysed to ensure they were up-to-date and relevant.
Creative Audit: Ad creatives (images, video, copy) were assessed to confirm they were fresh, consistent with the boutique fitness studio’s brand, and aligned to each stage of the funnel.
Performance Metrics: Key metrics such as CTR (click-through rate), CPA (cost per acquisition), ROAS (return on ad spend), and frequency were reviewed to identify any fatigue or wasted spend.
Pixel Tracking Review: Meta Pixel installation was verified to ensure it was tracking key conversions (e.g., membership sign-up, booking a class).
Competitor Research: Competitor ads were analysed using Meta Ad Library to see how other businesses in the fitness space were advertising.
Email marketing audit and research
Database Health Check: The list segmentation, subscriber growth rates, bounce rates, and engagement rates (open/click-through rates) were reviewed.
Automation Flows: The effectiveness of welcome sequences, re-engagement campaigns, abandoned booking/class flows, and upsell/cross-sell automations were evaluated.
Content & Design Audit: Emails were assessed to determine if they reflected the client’s brand voice and visual identity, and if they were mobile-optimised.
Deliverability Audit: Spam scores, sender reputation, and authentication (SPF, DKIM, DMARC) were tested to ensure high deliverability.
A/B Testing Review: Subject lines, send times, and content were tested to optimise engagement.
Competitor Email Research: Local competitors’ mailing lists were subscribed to in order to benchmark email frequency, content, and offers.
Google Ads audit and research
Account Structure Review: Campaign, ad group, and keyword organisation were inspected to ensure logical segmentation.
Keyword Audit: Targeted keywords were evaluated for relevance, search volume, competition level, and cost-per-click (CPC). Gaps and negative keywords were identified.
Ad Copy & Extensions: Ad headlines and descriptions were reviewed for brand consistency, strong CTAs (calls to action), and the use of ad extensions (site links, call-outs, structured snippets).
Conversion Tracking Review: Google Tag Manager or direct tracking was verified to ensure accurate measurement of leads, sign-ups, and bookings.
Search Term Analysis: Wasted spend on irrelevant search queries was identified and better match types were uncovered.
Competitor Research: Competitors’ bidding strategies and ad content were examined.
The approach taken to solve the problem/challenge
To address our client's challenges across multiple digital channels, a holistic approach was taken to optimise Meta Advertising, Google Ads, and Email Marketing efforts. By focusing on audience segmentation, creative optimisation, and strategic content development, the aim was to improve client acquisition, retention, and engagement while ensuring consistent brand recognition. This multi-faceted strategy addressed the diverse needs of new leads, past clients, and current members, with ongoing optimisation and performance tracking to drive results.
Meta advertising approach
Challenge: Meta Advertising faced issues with audience segmentation and fluctuating algorithm performance.
Approach: Audiences were segmented based on behaviours, and creatives were refreshed regularly for better engagement. We focused on custom audiences and retargeting to maximise conversions. Key metrics were closely monitored, and A/B testing allowed for continuous refinement. Meta Pixel tracking ensured accurate measurement of key conversions.
Google Ads approach
Challenge: The competition in the fitness space made it hard to stand out, and inefficient keyword targeting led to wasted ad spend.
Approach: Keyword optimisation focused on high-intent local searches, and negative keywords were implemented to filter irrelevant traffic. Local geotargeting was used to ensure ads reached nearby prospects. Ad copy was refined, and bid strategies were optimised for better cost-efficiency. Conversion tracking was set up to measure success accurately.
Email marketing approach
Challenge: Engaging a diverse audience through email without overwhelming them was a key concern.
Approach: Email lists were segmented, and personalised campaigns were created for each group, from new leads to lapsed clients. Automated workflows nurtured leads and re-engaged past clients with tailored offers. A/B testing and mobile optimisation improved open and click-through rates, while deliverability was closely monitored to maintain inbox visibility.
This approach ensured the boutique fitness studio could meet their marketing objectives while improving brand visibility, member retention, and overall ROI.
The project success
The comprehensive digital strategy delivered strong and measurable results for our client across all major channels. Through continuous optimisation, strategic targeting, and consistent brand communication, each platform significantly contributed to client acquisition, retention, and revenue growth.
Google Ads Success
- Over a six-month period, Google Ads campaigns consistently achieved an impressive average Return on Ad Spend (ROAS) of 10.56.
- High-intent keyword targeting, optimised bidding strategies, and compelling ad creatives helped ensure efficient spend and a steady flow of new client leads.
- Conversion tracking enabled clear attribution of bookings and memberships, allowing for ongoing refinement and reinvestment into the highest-performing campaigns.
Meta Advertising Success
- Meta advertising campaigns (Facebook and Instagram) returned a strong average ROAS of 5.64 consistently over the same six-month period.
- Audience segmentation, fresh ad creatives, and strategic retargeting contributed to maintaining steady engagement and conversion rates.
- The campaigns effectively supported both brand awareness and direct membership growth, particularly through personalised retargeting for past visitors and lapsed clients.
Email Marketing Success
- Email marketing consistently achieved open rates above 40%, significantly exceeding industry benchmarks for fitness and wellness sectors.
- Targeted segmentation and personalised content led to a solid average conversion rate of 2.75% across campaigns.
- Automated email flows, re-engagement campaigns, and promotional sequences contributed to member retention, upsells, and consistent reactivation of lapsed clients.
Summary
The project not only met but exceeded expectations across digital marketing channels. Strong returns on advertising spend, high engagement in email campaigns, and improved lead generation and retention ensured our client’s boutique fitness studio brand remained consistently top-of-mind for new, current, and returning members.
Reflection on the impact of the solution and its long-term value
The strategic digital marketing solutions implemented for our client in the boutique fitness studio space delivered not only immediate success but also established a strong foundation for sustainable long-term growth. By achieving consistently high ROAS across both Google Ads and Meta Advertising, our client maximised the return on their marketing investment, enabling them to confidently scale their acquisition efforts without fear of wasted spend. Strong audience segmentation and campaign structuring ensured that both new and existing customers were nurtured appropriately, leading to deeper brand loyalty and higher lifetime customer value.
The high performance of the email marketing program, with open rates consistently above 40% and steady conversion rates, highlighted the strength of direct communication with the community. This owned channel now provides our client's boutique fitness studio with a reliable platform to promote new services, special offers, and studio updates without dependency on paid media.
Overall, the digital marketing strategy created lasting value by:
- Building strong, data-driven systems for client acquisition and retention.
- Establishing brand consistency across all key platforms.
- Increasing operational efficiency through better targeting, segmentation, and automation.
- Creating marketing assets and structures that will continue to perform with minor ongoing optimisation.
The work delivered more than short-term wins — it positioned our client for long-term success in a competitive market, giving them the tools and momentum needed to grow sustainably in the years ahead.
