Jun 26 | Who Gives A #!$% About Marketing!
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We sat down with Ryan, the manager of Flex Fitness NZ. Ryan shared his journey on opening the gym during covid and details on how he grew his membership base through strategic paid marketing. This conversation covers why testing and learning is key in scaling your business.
The experience of being unable to train sparked a desire in Ryan to create his own space – a gym where he could not only train but also foster a community of like-minded individuals with similar goals and motivations.
After exploring various options, Ryan decided to open Flex Fitness in Manurewa. The brand’s strong presence in New Zealand made the decision straightforward.
Opening a gym during the pandemic was fraught with difficulties. Ryan faced numerous obstacles. However, his determination and the support from his community played a crucial role in overcoming these challenges. Reflecting on this period, Ryan emphasised the sentimental value and pride he holds for his gym, having personally contributed to its creation.
When it comes to generating business, the strength of the Flex Fitness brand played a significant role. The hype around the new gym in Manurewa was so intense that it broke franchise records for the largest membership opening in the country. This initial success was largely organic, driven by the brand’s reputation. However, Ryan recognised the need for a consistent and strategic marketing approach to sustain growth.
In the crowded digital advertising space, authenticity has proven to be a key differentiator for Flex Fitness. Ryan discovered that real-life images and stories resonate more with audiences than polished, stock creatives. By showcasing real members and their journeys, the ads created a genuine connection with potential clients, leading to higher engagement and conversion rates. Paid advertising has significantly contributed to Flex Fitness’s growth, accounting for a solid 20% of membership increases. Well-targeted ads on social media have kept the gym top-of-mind for potential clients.
For Ryan, continuous testing and learning are crucial components of a successful marketing strategy. In an environment where social media platforms are saturated with ads, it’s essential to experiment with different creatives and messages to see what works best. This iterative process ensures that marketing dollars are spent effectively, maximising ROI.
At Flex Fitness, the sales process goes beyond just converting leads into members. Ryan and his team focus on building relationships with potential clients, understanding their goals and motivations to ensure that the gym is the right fit for them. This personalised approach has resulted in higher lead-to-tour ratios and more satisfied members who are likely to refer friends and family.
Reflecting on his journey, Ryan offers valuable advice for other business owners. He highlights the importance of having an open mind, being willing to try new things, and learning from mistakes. Patience is also crucial, as success in digital marketing doesn’t happen overnight.
Ryan’s experience with Flex Fitness underscores the power of authentic, relationship-driven marketing. By focusing on real people and real stories, continuously testing and learning, and building genuine connections with potential clients, Flex Fitness has achieved impressive membership growth. Ryan’s journey offers valuable insights into creating a successful and sustainable business in the fitness industry.
