LivingWell New Membership Campaign.

Campaign Works, Digital Works, Social Works

Client: LivingWell Health Clubs

Project: New year member acquisition campaign


The brief: LivingWell Health Clubs aimed to boost new memberships in a competitive fitness market. The challenge was to differentiate LivingWell from other gyms by highlighting its unique ‘Personalised Fitness for Life’ approach, which offers tailored fitness and wellbeing programmes to each member. The goal was to increase membership sign-ups to ‘The Club that Cares’ during the crucial new year period.

The audience: CampaignWorks identified a target audience of health-conscious individuals seeking a more personalised and supportive fitness experience. The campaign focused on targeting people motivated to start their fitness journey at the beginning of the year.
LivingWell Health Clubs
New year member acquisition campaign
New year member acquisition campaign

The solution: A vibrant, dynamic brand identity was used across all channels, reinforcing the message: “Your Year. Your Goals. Our Support.” To remove barriers to entry, the campaign offered one month free and waived joining fees for January and February. CampaignWorks adopted an integrated strategy, reducing direct mail spend by 80% and reallocating resources to digital channels based on data analysis.

The results:

The campaign exceeded targets across the UK with:

  • 4% growth in new members year-on-year

  • 380% growth in new joiners via social media year on year

  • 3% increase in Facebook followers during the campaign period

  • 15% growth in social media followers year on year

  • Sponsored campaign post achieved a reach of 133.2k and engagement of 43.7k
New year member acquisition campaign
New year member acquisition campaign
See more of our work