TruFit Athletic Clubs
Challenge
When Covid hit the fitness industry, most gyms and fitness chains were devastated. The virus forced them to close their doors and cancel classes.
But not TruFit! We used that time to create a holistic brand refresh for TruFit, resulting in a digital transformation.
Challenge
When Covid hit the fitness industry, most gyms and fitness chains were devastated. The virus forced them to close their doors and cancel classes.
But not TruFit! We used that time to create a holistic brand refresh for TruFit, resulting in a digital transformation.
Strategy
TruFit Athletic Clubs serves demographically diverse Texas with 33 locations. Prior to partnering with Cape & Bay, member acquisition relied upon referrals, events, and guerilla marketing. In addition, the data showed TruFit had virtually zero success with digital activation. We were challenged with achieving the antithetical goals of dramatically increasing acquisition volume while radically decreasing acquisition cost.
Strategy
Utilizing a combination of deep-data analysis, highest-value customer behavioral trends, and a scalable content marketing strategy, we were able to pinpoint tailored offers to specific customers who were most likely to engage at those times, on those channels, and drive them to a new site.
Results
TruFit increased online acquisition 15X, while reducing costs 352%. Plus, online acquisition jumped from 1.2% to 32% of total sales volume. And organic revenue growth continues to improve, expanding 21% month-over-month from targeted segments.
