Case Study: Anytime Fitness Rebuilds Gym Community and Boosts Conversions with Goodway Group

Innovative holistic marketing strategies lead to a 200% increase in conversion rates over a 6-month span

Anytime Fitness partnered with Goodway Group to rebuild its gym community after the pandemic forced many of its 2,500+ U.S. and Canada franchise locations to close. The brand needed to restart demand generation and promotional marketing for its owners and staff, while re-engaging people interested in gyms and fitness.

Goodway Group paused the always-on campaign during lockdowns, then relaunched it as locations reopened and added a fall 2020 promotional offer campaign using CTV, video, audio, display, and social advertising with site, contextual, behavioral, and look-alike targeting. The approach drove a 128% increase in leads generated, a 200% increase in conversions, and a 94% improvement in CPL year over year, with the fall promo campaign reaching 94% of its lead goal.

Anytime Fitness

Tyler Igou Director

Paid Media & Demand Generation