Challenge
Membership plateau despite strong class attendance and referral chatter.
Thoughtful design and marketing for small businesses ready to grow.
Northway Fitness Community Campaign
Membership plateau despite strong class attendance and referral chatter.
Health
Client: Northway Fitness
The studio had momentum in class attendance but lacked consistent campaign structure and member education for retention.
Solution
Launched a referral marketing system with monthly content themes and simplified onboarding sequence.
Approach
- Mapped referral triggers and member incentives.
- Built a simple membership lifecycle map.
- Created weekly content themes around onboarding, recovery, and accountability.
- Added campaign dashboard for leads and attendance correlations.
- Refined email cadence to cut friction for new signups.
- Established staff playbook for campaign support and responses.
What we delivered
- Referral playbook and incentive policy.
- Themed newsletter calendar for 12 weeks.
- Signup onboarding workflow and automated reminders.
- Social and in-gym conversion assets.
- Retention tracking dashboard with cohort view.
- Quarterly campaign retrospective template.
Outcome metrics
Retention improved as new members saw a familiar onboarding journey and current members had clear pathways to bring friends in without extra effort.
Membership renewals improved from 62% to 84%
Referral leads up 49%
Monthly newsletter open rate rose to 41%
Scope tags
Email • Campaigns • Community
Team: Growth Strategist, Email Marketing Lead, Community Manager, Analytics Lead
Timeline
- Week 1: Membership and churn diagnosis.
- Week 2: Campaign narrative and creative system.
- Week 3: Email flow and CRM integration.
- Week 4: Staff training and soft rollout.
- Month 2 onward: weekly optimization rounds.
Project quote
“Our marketing stopped feeling random and became repeatable in a way our team could manage.”
Dani R., Operations Director