Company Background
Life Gym is Swansea’s premier independent gym based in the heart of the Llansamlet Enterprise Park. In addition to state of the art gym equipment, Life also offers a range of exercise classes, boot camp, power plates, sauna, relaxing cafe area and free parking. On site there are also hair and beauty salons together with a fully qualified physiotherapist. Members at Life Gym are guaranteed to receive on-going support in their training and fitness programme by the gym’s dedicated fitness instructors. Personal Training sessions are also available.
Situation
In June 2011, a low cost gym opened less than one mile from Life Gym’s premises on the Enterprise Park. This new gym had a huge impact on Life in terms of existing members leaving and potential new members opting for the low cost option. So Life decided to review its membership pricing structure and offer new and existing members a full, anytime membership package (incorporating all its facilities, classes etc.) for just £19.99. The gym put together a marketing strategy to promote this new membership deal to include a leaflet drop to local residents and businesses in the area.
Solution
Dor-2-Dor recommended that as Life was promoting a lower cost membership package, that their leaflet should reflect this and have a ‘cheap and cheerful’ look rather than the more corporate feel of previous flyers. As the leaflet was to be distributed between Christmas and New Year, they came up with the theme of ‘losing your turkey thighs’. They flyers designed by Dor-2-Dor were extremely eye-catching and thought provoking with a couple standing back to back with legs as turkey thighs to promote the fitness/weight loss message and hard hitting copy that emphasised the great membership deal.
The leaflet drop to local residents was carried out between Christmas and New Year and then two drops to Enterprise Park based business in the first two weeks of January.
Results
Life Gym monitors all sources of new memberships through its bespoke CRM system. The leaflet drop alone generated more than 30 new members at the club which more than covered the costs of the leaflet drop and generating membership income of more than £7,000.
