Campaigns that fill classes, and content that builds a community which stays after the offer ends.
Growth in this field is not measured by new members but by the gap between people joining and people leaving. Many clubs invest in a sign-up campaign and then lose a similar number within months, ending up in the same place with a higher budget. Demand is clearly seasonal: before summer, after the holidays, and at the start of the year, and those windows decide a large part of the year. At OBT we work on both sides at once: campaigns that bring the member in, and content and communication that keep them.
Every member who leaves must be replaced by a new one at a media cost higher than the cost of retaining them. A club that neglects communication with existing members keeps selling the same membership over and over.
Sign-ups spike in defined windows and then drop sharply, and relying on the season alone makes the quiet months a guaranteed loss. Planning has to include offers and programmes suited to the slower periods.
Many people come to a trial session and never return, not because the experience was poor but because nothing followed it. The opportunity is lost in the two days after the visit, not in the class itself.
How we work here
We start with the offer itself: what makes this club or studio different, and whether the message speaks to a beginner, an advanced trainee, or a women-only club with its own sensitivities. Design and content show the real space, the trainers and the atmosphere, because a member decides based on whether they feel they will belong there. The marketing team runs tightly geo-targeted local campaigns on Meta and Google, with separate landing pages for each programme and class. The development team connects sign-ups to a class booking system and to WhatsApp reminders and follow-ups, so no trial session goes unanswered. Content is produced in Arabic and Hebrew depending on the local audience.
An established nutrition and lifestyle brand — clinic, online programs, and its own lab products — needed a repeatable content engine that matched its warm, science-first identity. We built a studio reel pipeline with green-screen backgrounds and full Meta integration.
A prenatal fitness specialist with 11 years of experience restarted her digital presence after a year of inactivity, targeting both pregnant women and fitness trainers seeking certification.
A women-only fitness center combined academic training expertise with a science-based curriculum to grow beyond its local geography — reaching clients from 6+ surrounding towns.
A women's fitness club shifted its social presence from promotional posts to a community-first strategy built around its own members and their routines.
A women's Pilates studio with a certified instructor and specialised rehabilitation programmes built a digital strategy to grow its membership base beyond local word-of-mouth.
What works best is pricing or packages built specifically for those hours, promoted to an audience the timing suits, such as morning classes for mothers or for people with flexible schedules. A general campaign does not solve this because it attracts exactly the people who want peak hours. We build a separate campaign per time segment rather than one message for everyone.
We build content that never shows members' faces or bodies without explicit consent, relying instead on the space, the equipment, the trainers and the general atmosphere. The message treats privacy itself as the advantage: an enclosed space, an all-female team, dedicated hours. This approach builds higher trust in more conservative communities and increases word-of-mouth between members.
Churn usually begins with repeated absence weeks before anyone asks to cancel, which makes early follow-up the most important tool. A reminder or a personal message to someone who has been away for two weeks brings a share of them back before they decide for good. We help build that path inside the member management system and connect it to automated WhatsApp messages.
They serve two different stages: advertising brings in people who do not know you, and community keeps the ones who already do and turns them into referrals. Relying on advertising alone makes growth dependent on budget month after month. In practice we allocate a fixed share of the work to content aimed at existing members, even during heavy campaign months.
Industries we work with
The first conversation is free. Drop us a line and we'll get back within 24 hours.