LA Fitness

£2.7 million a year

Competition in the fitness market is fierce, with memberships traditionally driven by promotions.

When we started, LA Fitness had 250,000 members making twelve million visits to clubs a year. However, their website traffic was low – only 140,000 visits each month. We knew that the site could work much harder – as a business, commercial and marketing tool.

We generated richer content to encourage repeat visits, including a ‘shape shifter’ to show the positive effects on your figure after joining.

We turned the site into a revenue stream by making it the first gym to accept online membership sign-ups. We started running tactical banner ads and online PR campaigns, working closely with the ad agency. And we introduced a member zone, including a fitness goal selector, and devised an eCRM strategy. Monthly emails went to 240 segments based on an individual’s local club and personal fitness goals.

SEO made LA Fitness #1 in Google for the word “gym” with a 28% rise in traffic in the first month – 75% were new visitors averaging 8 page views a visit. Supported by the eCRM programme (comprising over 600 automated conetnt variations), the site outperforms every physical club in terms of membership revenue, with over 5,000 memberships sold online – generating revenue of around £2.7 million each year.