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FitSpace a chain of low cost gyms in the UK.

The Challenge

Fitspace  was using social media (Facebook & Twitter) to promote the gym, however they found it challenging to keep their content updated and exciting.

They had a good following but they followers were not engaged with their brand and their content.  The members primarily used social as a way to complain, and that wasn’t balanced with positive feedback and content.

Fitspace wasn’t attracting and retaining female members.

They hired Make Digital Work to develop a joined up marketing plan across social that helped to drive the overall business goals.

They wanted help re-energising their social media content, to assist them to build deeper relationships that would help attract new members, look at retention ideas and finally they wanted us to find a way to make them a brand that would be attractive to females.


The Strategy

We started with new members, as the gym is a low cost model that only has skeleton staff, we created a range of videos for new members, walking them through each step of joining the gym and demonstrating a few key pieces of equipment. (see examples  of these videos below)

The videos were designed to make joining an easier process and helped to build a trusted relationship with the teams at each gym.

We also created a very comprehensive content plan for each social channel with content designed to talk to each type of member (new, regular users and the high risk leavers).

We created a promotional plan and calendar, designed for members to encourage friends to visit and join.

We started a group for Female Gym goers, (Fit Females) not just targeting their members, but generally designed to be attractive to any females that were interested in gym and fitness.

We created a very successful campaign called Face of Fitspace, getting members to enter to win a free years membership. Our winner was fantastic, she had used gym to loose over 3 stone. We did a range of videos interviewing her and getting her top tips. Examples of these are below.  We also created a recipe book with healthy eating ideas that we promoted via social to build up their female email lists.

We actively sought out positive reviews for social.

We trained the team and helped the team develop goals and decide on success metrics, attending planing meetings and offering support to the team. 

Helen and Make Digital Work, have taken FitSpace from a standing start in terms of our social media activity, to a position where we now have and active, planned and exciting social media strategy.

Her knowledge of her subject is extensive and consummate, and with her help we have now built a platform on which we can build. We are now talking to our customers , members and prospects via our various social media platforms (that Helen has helped create.)

We are very much at the beginning of a journey but with Helen’s help, advice and guidance we see our social media strategy becoming the key tool as we grow our business. Working with Helen has been hugely enjoyable, she has been patient with us but challenged our thinking and is not afraid to give us feedback when she finds it necessary! We look forward to a long and continued working relationship.  Mark Fish CEO

Interested in working with us?