Filling group classes and increasing brand awareness
The focus was on developing an unique campaign around pilates, a niche within the fitness industry that perfectly aligns with The Healthworks Club’s image. The goal was to promote this specific class and make a strong first impression on premium fitness enthusiasts in the Ghent region. Additionally, The Healthworks Club wanted new members to explore their offerings through the 7-day pass.
Targeted pilates campaign via Google
To maximize impact, we designed a campaign centered entirely around the pilates offering, leveraging a strategic online marketing approach via Google. This approach capitalized on the competitive fitness market by highlighting the popularity of pilates in the campaign. Thanks to this strategy and the personalized follow-up of each lead, the campaign truly came to life.
Within the Google campaigns, highly targeted search ads ensured that individuals interested in pilates and a high-end fitness experience could easily discover the club. Simultaneously, social media campaigns showcased The Healthworks Club’s luxury facilities and personal guidance, reinforcing the club’s premium positioning.
170 requests and a waiting list for pilates classes
Within just nine months, the campaign generated 170 requests, with a conversion rate of 13.14%. The popularity of pilates grew so quickly that classes filled up in no time, leading to a waiting list for new participants. Additionally, the campaign boosted interest in the 7-day pass, resulting in an increase in new sign-ups.
For The Healthworks Club, the focus on a premium group class, supported by effective follow-ups, ensured that the right people found their way to the club.
