Case study · Fitness & wellness
Driving 2,100 new memberships across five Gauteng clubs
01
The challenge
Ridgeline’s five clubs were each running their own social posts and promotions, with no shared reporting or consistent offer.
Head office could see total marketing spend climbing, but couldn’t tell which clubs, offers or channels were actually bringing in members — so budget decisions came down to gut feel.
02
Our approach
Gave every club its own campaign
Built location-level campaigns with radius targeting, club-specific creative and separate budgets so performance was visible per site.
Created a free-trial funnel
Replaced “join now” messaging with a 7-day free pass, then followed up with SMS and retargeting to convert trialists into members.
Planned for the peaks
Built January and spring playbooks that front-load budget when intent peaks and pull back in slower months.
Reported in membership terms
Connected the membership system so club managers saw sign-ups and cost per member every week — not impressions.
03
The results
Over eight months Ridgeline added 2,100 new members across its five clubs while cost per member fell by 41%. Two previously underperforming clubs became the group’s fastest-growing locations once their campaigns were rebuilt.
“For the first time, every one of our club managers knows exactly where their new members come from. Vantage turned marketing from a cost into a growth engine.”
Operations Director, Ridgeline Fitness
Services delivered
Building a R14m B2B sales pipeline for a freight forwarder
Built for ambitious brands
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