Case Study: Anytime Fitness Surpasses Lead Goal by 304% with Goodway Group

Executing an integrated digital media strategy saw Anytime Fitness surpass their campaign lead goal by 304%

Anytime Fitness partnered with Goodway Group to drive new membership leads during its critical New Year’s promotion, aiming to outperform the prior year’s results. The fitness brand needed an effective way to capture demand and maximize lead generation across its locations at a key seasonal moment.

Goodway Group implemented an integrated digital media strategy using Paid Social, Paid Search, Display, and CTV, supported by daily “war room” optimization meetings. The campaign delivered standout results: Anytime Fitness surpassed its lead goal by 304%, increased digital lead generation by 219% year over year in January, and boosted walk-in leads by 110%.

Anytime Fitness

Christian Betancourt

Director, Demand Generation (Paid, Social and Local Media)