Content + SocialContent + SocialNorthfield Gym wanted to find the ceiling of what content could contribute to new-member revenue. We built the measurement stack to answer that question honestly. Six months later the number was £12,000 a month in attributable MRR, and it was still climbing.
The founder wanted to stop running discount promos. Every discount cycle devalued the brand a bit more. He wanted to know whether content alone could produce the same acquisition rate. He wanted the math, not a pep talk.
One member, five short films, shipped across a week. Documentary tone - not testimonial tone. The most-saved content format in the history of the account.
Every class type got a signature reel format. Spin, strength, pilates, HIIT. Trialists could see the exact class they were about to book, before they walked in.
A dedicated content pillar pointing prospects at personal-training inquiries. Custom landing page for Instagram traffic. New revenue stream, fully attributed.
Once the organic formats were converting, we layered paid to amplify. Creative came from the same shoot days. Paid never had to invent its own content.
One member per week, five short films, narrative arc across the week. Saved more than any other format in the account's history.
Signature reel for every class type. Trialists walked in knowing what they were walking into.
Monthly trainer feature. Their backstory, their signature class, their most-asked question. Converted trialists into PT clients at double the previous rate.
Dedicated content pillar feeding a custom landing page. New revenue stream, fully attributed, traceable from Instagram touch to signed PT contract.
Existing-member content that celebrated milestones - 100 classes, one year, a PB. Retention tool disguised as content.
Layered on top of proven organic formats. Weekly kill-or-scale calls. Ran lean - spent what earned.