WorkFitness and wellness
Club Well: 160 new members in four months.
Great product. Impossible location. Above a Shoppers Drug Mart with no street presence, Club Well needed digital marketing to do what their location couldn’t. In the first four months: 2,235 leads at $2.60 each and 160 new members at $36 each.
Client result
160
new members in four months.
160
New members in four months
$36
Cost per new member
$2.60
Cost per lead on $5,804 total spend
15.9x
Return on ad spend
At a glance
| Metric | Result |
|---|---|
| Campaign period | Aug to Nov 2024 (4 months) |
| Ad spend | $5,804 |
| Leads | 2,235 |
| Cost per lead | $2.60 |
| New members | 160 members |
| Cost per member | $36 |
| Return on ad spend | 15.9x |
The challenge
Nobody could find them. Literally.
Tucked above a Shoppers Drug Mart, Club Well had no street level presence, no foot traffic, and no way for someone passing by to know they existed. For a fitness and wellness brand, visibility isn’t just helpful. It’s everything.
They had recently opened with roughly 100 members and $40,000 a month. Growth had slowed, and they knew why. The product was strong. What they needed was a digital presence powerful enough to replace the foot traffic their location couldn’t deliver.
What we built
Impossible to spot on the street. Impossible to miss online.
Lead generation (Meta and Google)
Meta for awareness and retargeting within their local market, Google for capturing high intent searches from people actively looking nearby.
Brand awareness campaigns
Targeted awareness campaigns built Club Well’s name in the surrounding area. People who would never walk past started seeing Club Well consistently, in their feed, across devices.
Content production
Scripted, filmed and edited content that brought the club’s interior, culture and community to life. The content did what the storefront couldn’t.
Instagram management
Took over their full organic presence: content calendar, posting, engagement and growth strategy.
Custom CRM and lead funnel
Every lead entered a purpose built CRM. No inquiry sat unanswered or untracked.
Automated nurturing and appointments
SMS and email sequences followed up with every lead from the moment they came in and moved them toward a booked consultation.
Email and SMS marketing
Ongoing campaigns to nurture leads, reengage cold prospects and keep current members engaged.
Website
A website optimized to turn curiosity into consultations.
The Stellr Growth System. One partner. Every channel. One goal: members.
Why it worked
The ads became the storefront.
- Ads became the storefront for a studio nobody could find by walking by
- A free class pass made the first step easy, and 3 in 4 leads booked a class
- Once people came in, the space and the community did the selling
The results
160 new members in four months.
From August to November 2024, four months, on the fitness side with a free class pass offer:
- $5,804 in ads brought in 2,235 leads at $2.60 per lead
- 160 new members at $36 per member
- A 15.9x return on ad spend
The point
The location didn’t change. The product didn’t change. The system did.
“Working with Stellr for the past six months has been an absolute game changer for our digital marketing. The impact of their Google and Meta ad strategies has exceeded our expectations, delivering fantastic results.”
The takeaway
Bad location? Solvable problem.
Club Well added 160 members in four months not by moving, renovating or slashing prices, but by building a system that made them findable, credible and worth seeking out.