Maximum Fitness. One membership. Three gyms. A community.
How we promoted the Gold membership, giving access to Burnout Boxing, Maximum Fitness and the brand new Maximum Strength gym, through Meta paid social. 292 qualified leads at £6.37 per lead across the full campaign.
The client
Who is Maximum Fitness?
Maximum Fitness is a community-first fitness studio based in Newcastle, built for everyday people who want to train properly without the ego. No mirrors. No attitude. Just a shared mindset of getting the most out of every session.
The business runs three distinct services under one roof: Burnout Boxing, a high-energy boxing cardio class with a nightclub feel; Maximum Fitness, unlimited group training sessions; and Maximum Strength, a brand new semi-private gym kitted out exclusively with Watson equipment, making it the only facility of its kind in the North East. All three are included in the Gold membership.
Personal training is also available through a team of self-employed PTs operating out of the same space, and members can access the InBody machine for regular body composition scans and action plans. The culture is everything here: inclusive, community-led, and built on showing people just how capable they are.
No compromises.
The challenge
Launching a premium membership around a facility nobody had seen yet.
Maximum Strength was brand new. There was no existing waitlist, no word of mouth, and no organic trail to build on. The brief was to sell the Gold membership by leading with Maximum Strength as the standout reason to join: people needed to understand what made this different, and why access to all three services under one membership was worth it.
The added complexity was the audience. Maximum Fitness targets everyday people aged 25 to 45 across the £25,000 to £80,000 salary range; people who want to be as fit, strong and physically capable as possible, but may not have had access to this level of equipment before. The messaging had to feel accessible without underselling the product.
What we were up against
- No existing awareness of Maximum Strength as a product
- New facility with no social proof or testimonials at launch
- Competitive Newcastle fitness market
- Audience needed educating on the value of Watson equipment
- Gold is a premium membership; price sensitivity was real
What success looked like
- Qualified leads from people ready to commit to Gold
- Efficient cost per lead, keeping acquisition costs manageable
- Building the initial member base to create community momentum
- Positioning Maximum Strength as a unique North East offering
- Supporting the MF45 event pipeline in parallel
Campaign results
292 leads. £6.37 each. A Gold membership community being built month by month.
The Gold membership campaign has run continuously across Meta paid social targeting the Newcastle area, with Maximum Strength as the lead hook. Across the full campaign it has generated 292 qualified leads at £6.37 cost per lead. The most recent active ad set is performing even more efficiently, delivering 31 leads at £4.42 per lead. A parallel campaign promoting the MF45 challenge runs alongside and continues on an ongoing basis.
292
Total leads generated
Full campaign to date
£6.37
Cost per lead
Overall campaign average
£4.42
CPL, latest ad set
31 leads; performance improving
13,847
Impressions
Latest ad set; 7,905 unique reach
1.49%
Link CTR
Latest active ad set
£9.89
CPM
Cost per 1,000 impressions
A single Gold member recoups around three leads worth of spend every month.
At £80 per month for a Gold membership and £6.37 per lead overall, the economics are clear. A member retained for three months covers the acquisition cost of roughly 37 leads. The campaign keeps running because it keeps working; and the CPL is trending down as the creative improves.
Both campaigns
Gold membership and MF45: two campaigns, one sustained pipeline.
- Both campaigns active and ongoing
While the Gold membership launch was the primary focus, Maximum Fitness also ran a parallel campaign promoting the MF45 challenge; a 45-day transformation programme including unlimited boxing and strength sessions, group events, nutritional guidance and an accountability structure. Both campaigns have been active since early 2026 and continue to run on an ongoing basis.
| Campaign | Focus | Status | Performance |
|---|---|---|---|
| Maximum Strength Opening | Gold membership & new gym launch | Active (Ongoing) | 31 Leads @ £4.42 |
| MF45 / MF60 Challenges | 45-day transformation event | Paused | Multiple ad sets running |
| Burnout Boxing / MF Sessions | Silver & Bronze membership | Paused | Sustained lead flow |
What we did
Lead with what makes it different. Make Gold feel like the obvious choice.
The strategy centred on selling the Gold membership by making Maximum Strength the standout reason to join. All three services are included in Gold; the creative made it clear that this was full access to something genuinely new in Newcastle. Here is how we approached it.
Gold membership as the product, Maximum Strength as the hook
The campaign sold the Gold membership, which gives access to Burnout Boxing, Maximum Fitness sessions and Maximum Strength. We led with Maximum Strength because it was new, tangible and unique. The Watson equipment setup made for a clear, credible differentiator: the only facility of its kind in the North East, included in a single monthly membership.
Watson equipment and the semi-private format as proof points
The bookable slot format and the exclusive Watson kit were central to the creative. Gold members get a full hour in a properly equipped, semi-private space. We made this feel accessible rather than intimidating; world-class equipment, zero pressure, in a gym built for real people not gym regulars.
Lead form over landing page: frictionless capture
With a brand new offering and no existing web traffic to warm up, we used native Meta lead forms rather than driving cold traffic to a website. This removed friction, kept the lead flow inside the platform, and kept cost per lead down; resulting in the £4.42 CPL achieved.
Community and culture woven through the messaging
Maximum Fitness is not a mirrors-and-egos gym. The culture, inclusive, no-nonsense, community-first, was woven into the creative throughout. Targeting adults aged 25 to 45 who want to genuinely transform their fitness, the ads spoke to aspiration without alienating everyday people who may never have trained in a facility like this before.
Parallel MF45 campaign: two entry points into the same ecosystem
The MF45 and MF60 challenge campaigns ran alongside, targeting both cold audiences and leads already in the pipeline. This created multiple routes into the Maximum Fitness brand, with the Gold membership as the natural long-term home after completing a challenge.
Results in full
Every metric, in context.
| Metric | Result | What it means |
|---|---|---|
| Total leads generated | 292 | Qualified Gold membership enquiries across the full campaign |
| Overall cost per lead | £6.37 | Campaign average; highly efficient for a premium all-access membership |
| Latest ad set CPL | £4.42 | 31 leads from the most recent active ad set; CPL trending down |
| Impressions (latest ad set) | 13,847 | Relevant Newcastle-area reach on Meta |
| Unique reach (latest ad set) | 7,905 | Individual people who saw the latest creative |
| Link CTR | 1.49% | Strong intent signal; people clicking wanted to know more |
| CPM | £9.89 | Efficient cost per 1,000 impressions in a competitive market |
| Membership value | £80/mo | Gold membership; a retained member covers acquisition cost within one month |
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