OP24. 167 leads. One 6-Week Kickstart Package.
The client
Who are OP24?
OP24 is a small-group personal training gym in Hereford, run in groups capped at just 6 people. The front-end offer is a 6-week Kickstart Package, designed to convert into an ongoing monthly membership once someone’s had a taste of the coaching and the community.
Their target member is over 40: people who are intimidated by the typical big-box gym floor, unsure what training will actually get them results, and dealing with the aches and slowdown that come with ageing. What they want is simple, to look and feel better, have more energy, and keep up with the kids or grandkids.
“No free trial. No discount. Just presenting the value.”
The challenge
No lead magnet to lean on.
Most gym campaigns are built around a hook, a free class, a discounted trial, something to lower the barrier to that first booking. OP24 didn’t have one of those to offer, and didn’t want one. The Kickstart Package is a premium, coached programme, and discounting it upfront would have undercut the exact positioning that makes it work.
That left the campaign with a harder job: convince an over-40s audience in Hereford, most of whom had never heard of OP24, that a paid 6-week programme was worth booking, on the strength of the offer alone.
- Intimidated by the typical big-box gym environment
- Unsure what training actually gets them results
- Dealing with the aches and slowdown that come with ageing
The strategy
Sell the room, not a discount.
Creative stayed calm and specific: real footage from the OP24 floor, real coaches, real members, rather than stock transformation shots or urgency hooks. The targeting focused on over-40s in and around Hereford, with messaging built around the pain points that audience actually feels, not generic fitness aspiration.
Every lead that comes in is passed straight into the CRM, so nobody who shows interest in month 1 is left behind if they don’t convert immediately. That matters here more than most campaigns, because a 6-week paid programme has a longer decision window than a free trial.
Owner-led hook & b-roll
Client testimonials & b-roll
The kickstart package
Capped at 6. Built for people starting again.
6
Max per group
Small-group coaching, not a class
6 weeks
Kickstart Package
No discount, no free trial
40+
Target audience
Over-40s in Hereford
167
Total leads
Across 7 weeks and counting
£5.82
Cost per lead
No discount required
15+
Sign-ups to date
Converted onto the Kickstart Package
Campaign performance
One campaign. 167 leads. Optimising ad set by ad set.
We’ve been running one continuous Meta paid social campaign for OP24’s Kickstart Package since launch, tightening targeting and creative as the data comes in.
15+ sign-ups converted to date.
Every other lead stays warm in the CRM, nurtured toward a sign-up in the months ahead as fresh leads keep coming in every week. That early return was enough for OP24 to commit to another 5 months of campaigns.
Optimising ad set by ad set
Rather than leave one ad set running untouched, we’ve iterated four times since the campaign launched on 1 August, pausing what underperforms and pushing budget toward what’s working.
Ad Set 4: sharpening the 40+ targeting.
For the current live ad set, we adjusted the creative to call out the over-40s audience more directly, rather than relying on generic fitness messaging, and layered in value rules to weight delivery further toward that demographic. It's the lowest cost per lead of any ad set to date at £4.19, with a hook rate of 27.42%.
The result
15+ sign-ups to date. 5 more months booked.
The OP24 team have now seen 15+ sign-ups for the 6-week Kickstart Package since launch. All the remaining leads continue to be nurtured inside the CRM as we look to convert them moving forward, with fresh leads still coming in every week.
That early proof was enough for OP24 to commit to another 5 months of campaigns.
Why this works
Positioning did the job a discount usually does.
There’s a common assumption that lead generation needs a low-cost hook to work, a free class, a voucher, something to remove the friction of that first decision. OP24’s Kickstart Package proves that’s not always true. When the audience, the pain points, and the creative are specific enough, a premium, capped-capacity offer can convert without discounting itself first.
- No discount code needed to hit a £5.82 cost per lead
- Small-group positioning turned a limitation (only 6 spots) into the selling point
- Every lead stays in the CRM, so month 1 isn't the only chance to convert
Running a premium or capped-capacity service?
If you’re selling something that can’t lean on a free trial or a discount code, we can help you get the positioning right before the ad spend goes anywhere.