Driving Membership Signups for Indoor Rock Climbing Gym
The Bouldering Project is a multi-location indoor rock climbing gym rooted in wellbeing and health. FMDM was challenged with the task to increase gym membership signups for newcomers and increasing subscription for existing gym members.
We know that The Bouldering Project prides itself as a place where people gather, build friendships, push themselves, and build purpose through indoor activities like rock climbing, yoga, and community activities. This insight led us to create campaigns that focus on healthy living and community development around each of the 8 gym locations.
+40%
+25%
+15%
The Bouldering Project need an agency to help building multi-location media campaigns to build tiered objective strategy to boost awareness for each location and drive gym membership trial and sign ups. Indoor rock climbing gyms is popular with different types of people – that insight led us to develop audience segments around various interests, lifestyle, healthy living.
To drive success for each gym location, we identified local competitors and make sure that our campaigns are designed to focus on local markets, visitors who are looking for a gym to visit, and those who are looking for new activities to stay healthy.
FMDM reviewed creative assets and wanted to make sure that ads, messaging, and landing pages matched up for the best results. We built audience segments from CRM user data and 3rd party insights to launch a top funnel prospecting and awareness objective alongside retargeting website visitors and remarketing to our email list.
Our team reviewed metrics weekly and made adjustments from insights gathered online and from gyms. Feedback from gym managers were important to capture offline metric like comments, preferences, and feedback. This helped our team adjust ad copy messaging and promotions for each location.
Our campaigns created buzz and brand awareness locally across the locations. The Bouldering Project saw an increase in new members signups for bouldering classes and team activities.
Think we make a great team together?
