Gold’s Gym

THE CHALLENGE:

To enhance member retention, Gold’s Gym sought to extend its brand through targeted, customized digital content. Carefully segmented material helps drive visitation, which, research suggests, is the leading indicator of membership renewals (gyms lose more than half of their customers at the end of their one-year contract).

THE SOLUTION:

We created an e-mail newsletter program—including monthly and weekly issues with landing pages—to specifically appeal to new members. This content was customized according to a member’s self-stated needs and, as a result, was highly engaging and relevant. We also provided SEO research and content, and expanded upon GoldsGym.com to create a seamless user experience.

Our efforts resulted in impactful results:

• Newsletters demonstrated a 5% lift in average monthly visits and an 18% lift in recent visits (those in the last 20 days).
• For those who completed the member profile, click-through rates were dramatically higher – evidence that engagement increases substantially when personalized information is delivered.

SERVICES PROVIDED:

• E-newsletter strategy
• Content development and editorial calendar
• SEO research and strategy