The Challenge
F45 Training was operating in a hyper-competitive market and faced several key challenges prior to our engagement. Despite generating interest, the team struggled to convert leads into paying members and found it difficult to clearly differentiate themselves from traditional gyms This lack of distinction contributed to missed internal revenue KPIs and limited membership growth. Their social media presence was inconsistent and lacked direction, weakening overall brand visibility and engagement. Additionally, without a clear understanding of their target audience, marketing efforts were often broad and ineffective, leading to inefficient use of advertising spend and unclear messaging across channels.
Our Approach
For F45 Training, we began by conducting a thorough demographic analysis of both current and former members to identify key audience segments and better understand retention trends. Using these insights, we rebuilt the sales funnel from the ground up to streamline the lead journey and reduce friction points. A major component of the updated strategy involved a focused advertising approach built around one core feature: offering prospective members a free trial session. This served as the main entry point to introduce new leads to the product and allow them to experience F45 firsthand.
To drive traffic into the funnel, we deployed targeted Meta ads aimed at attracting new leads based on behavior, interests, and location, paired with Google Ads campaigns that prioritized high-value, intent-driven keywords. This dual-channel strategy ensured strong visibility across both discovery and search-based channels. In parallel, we refreshed the brand’s visual identity and messaging to highlight member success stories, core product benefits, and what sets F45 apart from competitors. A consistent, visually striking social media presence supported these efforts, reinforcing the brand’s value proposition and maintaining engagement across platforms.
Execution
Community-Centric Content:
We showcased F45’s supportive community by producing high-quality, authentic interviews with members and coaches. This highlighted the unique environment and personal transformations, creating content that resonated emotionally with potential clients.
Our Results
Increase in Leads Per Month
Increase in First Time Bookings
Increase in Organic Reach
