Case Study: Éconofitness
The challenge
Éconofitness was facing a problem almost every modern business comes up against: growing online conversions. But there were extra factors to consider for Quebec’s leading low-cost gym. Éconofitness employees were having to spend a lot of time on new member enrolments—which meant less time to maintain gym locations and provide exceptional service for existing members. As such, membership automation became a top priority.
The solution
Studies show that distance and localisation is a major factor in the selection of a gym. On average, a user will only go to a gym if it is no more than 10-15 minutes away. With that in mind, we decided to geo-map Éconofitness PPC campaigns for the first time.
We geo-mapped their campaign per gym/area. This created a much more granular environment for lead generation. Previously, PPC campaigns were run at the province level—and only a small number of their 60 locations (mostly in urban areas) were benefitting.
After that, we overhauled the Éconofitness website to hyperlocalise offers and gyms. Creating search-optimised local listings for the 60 gyms, we were able to better understand consumer behaviour. As a result, we could identify the key periods when clients wanted to contact gyms for reasons other than memberships (opening hours during holidays, for instance). Campaign rules were adjusted to reduce spending during those times.
Geo-mapping allowed Éconofitness to better understand the Quebec market, generating data-driven business decisions—especially in terms of opening new locations. The brand could target an underserved area, where the pool of potential users was large enough to support a new gym. This transformed their whole business.
The impact
Working in close partnership, we were able to better understand the strengths Éconofitness already had—and reveal priceless new insights into their market. This digital transformation has driven tangible, measurable growth, and helped prepare the brand for a bright future in online lead generation.
reduction in cost-per-click
reduction in in cost-per-conversion
growth in new memberships via PPC