Rebuilding Anytime Fitness’ Gym Community

Like many other gyms, Anytime Fitness was hit hard by the pandemic. During various times, many of its more than 2,500 domestic (U.S. and Canada) franchise locations had to close their doors due to stay-at-home orders. Once they were allowed to reopen, the brand needed to rebuild its once robust gym community for the 10,000+ owners and staff members through successful promotional marketing campaigns.

Goodway Group recommended that Anytime Fitness pause its always-on marketing campaign in March 2020 when gyms closed. It resumed mid-June 2020 when gyms began to reopen, alongside a promotional offer campaign that ran during fall 2020. Goodway targeted an audience that showed interest in gyms or fitness. The upper-funnel brand awareness campaign included CTV, video and audio using site and contextual targeting, while the next layer of the funnel included display and social advertising using behavioral and look-alike modeling.

The Goodway and Anytime Fitness teams persevered through a tough year to deliver impressive results, given the challenges they faced. The Goodway team kept the average CPL for the always-on campaign low from June to December and drove thousands of leads, at an efficient cost per year. The fall promo campaign delivered 94% of the lead goal, which was a 128% increase over the 2019 campaign, and the CPL improved by 94% from the previous year.