Hype Gym. From on-request to fully booked
How Hype Gym’s classes went from a handful of regulars to 57 enquiries in the first month; starting in Baldock, then moving into Letchworth once that first audience started to tire.
The client
Who are Hype Gym?
Hype Gym is an independent gym on the Baldock industrial estate in North Hertfordshire, built around bodybuilding, Hyrox and boxing. Alongside the gym floor, they run Hyrox, circuits, Pilates and yoga classes, each capped at 10 people.
The gym floor had a loyal membership, but the classes didn’t. Outside of members occasionally asking for a session, nobody was really signed up. The objective was to grow the popularity of the classes, with the focus on men aged 20 to 40 without shutting anyone else out.
“It’s been a huge help having a team take care of both the creative side and the ongoing management.”
The classes
Pay as you go. £5 to £10 a class.
Classes run on a pay as you go model, with a subscription option for regulars. Hyrox is £10 a session and Pilates, yoga and circuits are £5. The lead magnet was a free taster class; a low-risk way for new people to try a session that suits them before paying for the next one.
£10
Hyrox class
Pay as you go
£5
Pilates, yoga and circuits
Pay as you go
10
Max per class
Small, coached groups
57
Leads
In the first month
5
Ad sets launched
Tested in the first month
21.75%
Hook rate
Best performing ad set
The creative
Shot in the gym. Built for the scroll.
Video 1.
Local callout and the class offer.
Video 2.
Real members, real answers.
Campaign results
57 leads, and we're still in the learning phase.
The first month of any campaign is mostly about learning. We launched five ad sets to see which audience, location and creative people actually responded to, and sent every ad to a dedicated landing page to keep booking simple. Even with all that testing going on, the results started coming through straight away.
The best ad set brought cost per click down to £0.49.
That compares with £0.72 across the whole campaign, with link click-through rate at 1.98% and 21.75% of viewers watching past the opening seconds. More usefully, it showed us which creative was landing; something we'll build on from here.
Challenge and approach
Good classes, not many people in them, and a small town to work with.
Audience pain points
- Bored of the same gym routine.
- Big chain gyms where nobody watches your form.
- Unsure which class suits where they're at.
- Don't want to commit to a membership before trying it.
- Work schedules that don't fit a fixed class timetable.
What they aspire to
- Coaches who push them properly, every session.
- A friendly gym where people know their name.
- Training for something new, like a first Hyrox race.
- Training that fits around work and life.
- Real results without the big-box feel.
What we did
Local creative. Real members. A simple journey.
Lead magnet positioning
We led with a taster class rather than a membership offer. Pick a class, try it, and decide from there. That took away the main reason not to give it a go.
Location-first hooks
The opening frame called out the town by name. A local callout stops the scroll because it feels personal, and it filters for people who can realistically make it to the gym.
Testimonial-led creative
Real members explained what training at Hype Gym is actually like. Hearing it from people who train there goes a lot further than anything the gym could say about itself.
More classes to match demand
People wanted flexibility around their schedule. We suggested adding more class slots to keep up with demand, and once those were in, it was much easier for leads to find a time that worked.
A simple journey to conversion
Every ad sent people directly to a dedicated landing page, so getting from the ad to a booking took as few steps as possible.
Content creation and management, end to end
We handled filming, editing, copy and the day to day running of the Meta campaigns, so the Hype Gym team could stay focused on coaching and running the business.
From Baldock to Letchworth
Start local. Expand when the audience tires.
With a small town audience, the same people see the same ads quickly. Once creative fatigue set in across Baldock, we extended the campaign into neighbouring Letchworth; a bigger audience just a few minutes down the road.
Baldock
We started with a tight focus on the gym's home town. The local callout did what we'd hoped; it caught the attention of people who lived on the doorstep.
Letchworth
As frequency climbed and performance in Baldock started to dip, we opened a new Letchworth ad set. The creative named the town and made the short trip clear, so leads knew where the gym was before they signed up.
What's next
Month two builds on what month one taught us.
These results came in while we were still finding our feet with the account. The bigger value of the first month is what it told us, and that’s what the next round of ads will be built on.
Creative learnings
We now know which hooks, clips and member voices people stopped for. New creative will lean into those rather than starting from scratch.
Andromeda learnings
Meta's Andromeda system relies heavily on the creative itself to decide who sees an ad. A month of data shows us which styles of creative it pairs with the right people, so we can give it more variety in the directions that are already working.
Testing the offer
If taster class attendance doesn't turn into regulars, we'll look at asking for a small commitment upfront, such as a paid first session.
In their words
"We're really happy with the results."
"We've had a great experience working with Nick and Lead Pulse Ads. Within just one month, they generated over 60 leads for Hype Gym while handling the entire content creation process and actively managing our Meta ad campaigns throughout the month.
The communication and service have been great, and we're really happy with the results. It's been a huge help having a team take care of both the creative side and the ongoing management, allowing us to focus on running the business.
Would highly recommend Lead Pulse Ads to any business looking to generate more leads and grow through paid advertising!"
Work with us
Got classes that need filling?
Big city or small town, we’re always happy to have a chat about what might work for you.