One class to a community fitness movement
YEAR
2022
CLIENT
Vintage Fitness & Health
INDUSTRY
Health and fitness
SERVICES
Marketing strategy, video, email marketing, customer lifecycle management, website content, copywriting
The challenge
A personal trainer with an idea to start a community-based senior fitness brand. The owner had successfully tested the concept in a single Sydney location and wanted help with scaling his business. On a micro budget! Growth had to be smart, cost-effective, and aligned with the needs of an ageing, diverse population.
Discovery
By examining market research and customer insights, Spinifex identified a unique gap: seniors wanted fitness experiences that catered to their evolving interests while fostering genuine social connection. We confirmed that existing local clubs and communities were underutilized. We saw that bowling clubs, well-positioned in many Sydney neighbourhoods, could provide the ideal venues, connecting participants with fitness and community under one roof.
Design
Armed with this understanding, we collaborated with Vintage to develop a sustainable strategy. We collaborated with bowling clubs to transform them into lively fitness hubs, introduced low-touch lifecycle management tools for nurturing long-term engagement, and implemented scalable systems.
Leveraging brand workshops and new brand identity, we created website content, sales materials, and PPC advertising campaigns (Meta) to attract both clubs and customers. We expanded offerings to include group walks, varied classes, and fitness assessments, and migrated operations to Momence for seamless management.
Delivery
Spinifex worked with Vintage to implement these strategies, providing simple, repeatable templates and automated customer nurturing systems. The result? Reduced mental load and time freed up for training and community-building.
- Growth needed to be sustainable and organic
- Sale materials
- Call to clubs
- Website content
- Brand workshop + brand identity
- Pay-Per-Click (PPC) advertising (Meta)
- Expansion of offering to include group walks, different types of classes and fitness assessments
- Customer Lifecycle Management strategy
- Migration to Momence
- Setting up Klaviyo
- Timeline = 3 months for CLMS, 2 years for biz
Results
Now operating in nine locations with over 400 customers, all sites reach breakeven or better. Two trainers are employed, and Vintage Fitness stands ready to continue growing, inspiring seniors to move, connect, and thrive.