Who is F45?
F45’s name tells you what they’re all about. Functional 45-minute workouts led by knowledgeable instructors, designed to be executed as a group. It’s an innovative, modern approach to fitness. The HIIT (High Intensity Interval Training) programs are designed to be the quickest way to burn calories, and the individual exercises that comprise these 45-minute circuits can be mixed and matched, so that they always feel fresh and can offer different benefits, depending on the day.
Another important feature of F45 gyms is community. The group workouts are intended to encourage members to push themselves and each other to do their best. F45 wants to change gym culture to be an upbeat, uplifting environment free from competition or ego.
Technology is important to the Australian company’s approach as well. TV screens around the gym serve as reference as members progress through the various stations and exercises for the day, and personal electronic devices that monitor vitals and track performance, in sync with the screens on display around the gym.
What did they want to achieve with Wallaroo?
F45 came to Wallaroo in 2018 looking to increase their brand awareness and memberships in their gyms across the western United States. With a number of locations near our offices in Utah, they trusted us to effectively advertise in the region. Increased social media following was an important benchmark, but the primary goal was to raise membership numbers at each location by highlighting the company’s 7-day free trial policy.
What steps were taken with their business?
Wallaroo was able to help F45 with a wide variety of their marketing efforts. Aside from managing and placing ads, we helped with managing organic social media feeds, creating email and SMS campaigns, and search engine optimization. F45 had input on every step of the journey, with routine calls being held between the two companies to discuss performance and plans moving forward. These meetings ensured that everyone was in sync on both sides and that all parties felt that the best possible plan was being put into action.
Unfortunately, F45 was not immune from everything that COVID-19 brought to the business environment. With stay-at-home orders going into place in most states last March, the gyms in the area couldn’t stay open and the advertising stopped.
What results did they see?
F45’s brand awareness increased tremendously during the 18 month partnership. By the end of 2020, social media followers were up slightly over 200% while membership has seen an average jump of 165% per managed location.
Even if 2020 didn’t go according to plan for F45, the growth and learning from the year and a half will be valuable tools when F45 is ready to bounce back from the setbacks that a global pandemic brings with it.
NOTES FROM BRANDON:
Locations: Across the Western U.S.
Work Duration: 2019-2020
Campaign Objective: Increase brand awareness; Increase social followers of each location’s accounts; Increase membership across locations
Services Provided: Campaign strategy, Paid social media advertising, Search engine optimization, Organic social strategy, Email/SMS strategy
Results: Brand awareness for F45 has increased tremendously over the last 18 months. Social followings of our client’s accounts have increased over 200% on average. Increased membership by an average of 165% per location.