Hustle House. 609 leads. One 30-day challenge.
How we helped Mina and Kyle fill their 30 Day Challenge at their new Upminster gym; turning a struggling new location into a thriving community.
The client
Who is Hustle House?
Hustle House is a functional group training gym founded by Mina and Kyle, with two locations in East London; Romford and Upminster. Their Romford gym built a loyal, close-knit community where members train together and socialise outside the gym. The challenge was replicating that at a brand new Upminster location.
Upminster is a more affluent area than Romford; a higher concentration of professionals and families who want personal attention, real results, and a social environment that fits their lifestyle. The 30 Day Challenge was the perfect entry point; 12 sessions, no ongoing commitment, and a money-back guarantee.
“Feel more confident and energetic in 30 days — or your money back.”
The 30 Day Challenge
£137 for 12 sessions. £11.40 a session.
The 30 Day Challenge was the campaign’s lead magnet; a low-risk, high-value way for new members to experience Hustle House before committing. At £11.40 per session, it is one of the most competitive entry points in East London for coached, structured group training.
£137
30 Day Challenge
One-off payment, no commitment
12
Sessions included
3 per week for 30 days
£11.40
Per session
Coached by certified personal trainers
£4.35
Best CPL achieved
Campaign 2. Mar 2026.
609
Total leads
Across both campaigns
30 days
Money-back guarantee
If not more confident and energetic
The 30 Day Challenge
£137 for 12 sessions. £11.40 a session.
The 30 Day Challenge was the campaign’s lead magnet; a low-risk, high-value way for new members to experience Hustle House before committing. At £11.40 per session, it is one of the most competitive entry points in East London for coached, structured group training.
Hook: "Based near Romford, listen to this."
Spoken testimonial. Creative A.
Hook: "Bored of normal gyms in Romford?"
Spoken testimonial. Creative B.
Campaign results
Two campaigns. 609 leads. Costs improving with every iteration.
We ran two Meta paid social campaigns for Hustle House’s Upminster location. Each campaign refined the targeting and creative; and the numbers improved significantly as a result.
CPL dropped 30% from campaign one to campaign two.
From £6.20 to £4.35 per lead. Hook rate improved from 28% to 33%. The same audience, better creative, sharper targeting. Each campaign built on the last.
Challenge and approach
A new gym with no local reputation and a community that needed building.
The Upminster gym had the product. What it lacked was awareness, trust, and a local community around it. Generic fitness ads would not cut through to the audience Mina and Kyle wanted; busy professionals and families who have tried gyms before and are sceptical about committing again.
Audience pain points
- Lack of time; busy work and family schedules.
- No accountability without structure or support.
- Unsure how to train effectively and safely.
- Fear of injury or decline as they get older.
- Struggle to find fitness that fits their lifestyle.
What they aspire to
- Energy to keep up with their kids without feeling drained.
- Feeling confident and comfortable in their own skin.
- Stronger, fitter and more capable with new skills.
- Sustainable weight loss and results that last.
- A community that motivates them at every stage of life.
What we did
Community-first creative. Conversion-focused targeting.
The campaign leaned into Hustle House’s biggest differentiator; the community. Real members, real transformations, real voices. Creative that showed what it feels like to belong, not just what the gym looks like.
Lead magnet positioning
We led with the 30 Day Challenge rather than a generic membership offer. A clear price, a clear number of sessions, and a money-back guarantee removed every barrier to trying.
Testimonial-led creative
Body transformations and spoken testimonials from real members built immediate trust. The audience saw people like themselves; busy, sceptical, and genuinely transformed by the programme.
Community and energy content
High-energy in-gym footage communicated the atmosphere before anyone walked through the door. Hustle House's biggest asset is how it feels; the creative made that visible.
Iterative optimisation
Campaign two built directly on the learnings of campaign one. Tighter creative, sharper targeting, lower CPM. The result was a 30% reduction in CPL and a 35% improvement in hook rate.
Running a gym or fitness studio with a new location to fill? Let us talk.
If you are trying to build awareness, drive memberships, or launch a challenge offer in a new area, we know exactly how to approach it.