Testimonial / Case Study: F45 Hoppers Crossing / F45 Werribee
Content
Author
F45 Hoppers Crossing and F45 Werribee are running the full Functional Dave marketing stack; HIITform, Trial Session, and I also manage their paid and organic social media profiles.
I took over the marketing for F45 Hoppers Crossing in December 2017. They were previously using an outsourcer that while they may have had significent experience in the fitness industry, were making all of the usual digital marketing mistakes.
The problem: Ads were targetting existing members, group-photos were being used in Ad creative (artificially driving down cost-per-click while reducing overall conversion), and lookalike audiences were targetting the wrong kind of user (page likes vs weighted $ spend).
The results: F45 Hoppers Crossing had been open for approximately 14 months when I took over marketing, in the very next month, we got more trialers in studio than in their opening week - the biggest month on record. I also implemented a significant digital transformation, custom CRM, online form management and the best new-client experience of any F45 studio world-wide.
David Zanker
Author
Hi I'm Dave Zanker - A business, marketing and tech leader with a passion for all things fitness.
For the past 10 years I have been a growth marketing specialist, generating over $50M revenue across multiple consumer marketing sectors.
Two years ago my F45 journey began as a member of F45 Southbank. I attended 75x F45 sessions over the 8 week challenge period, droppping 11.7kg and bringing my bodyfat % down from 21.1% to 11.7%. I also won a sweet holiday to Thailand in the process.
It was at this point that I decided to make a change in my career - and build a career in the fitness industry.
As a hobby, I now work as a trainer at F45 Hoppers Crossing and F45 Werribee under the alias of 'Functional Dave'. I love being able to genuinely have a positive influence in people's lives and nothing has been more rewarding than having a challenge winner shake my hand and thank me for changing their life. I'm sure you've had the same happen to you and it's what keeps you getting out of bed at 4am each morning.
Unfortunately, as a trainer I only have around 6 months of experience (and around 400 F45 sessions under my belt as a member!), but as a marketer - I've been recognised with numerous awards as one of the top in this country, and often speak at growth-marketing events.
Based on consultation with a large number of studios, I've obsessed over the numbers such as trial conversion rate, cost per lead, cost per click, optimal delivery time, optimal ad combination and ad spend optimisation. I've taken a data-science approach to identify the pefect formula to guarantee to bring new members into your studio for trial sessions at no upfront cost to you, and in a away that as a studio owner you wear absolutely no risk.
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