Ads that look like your gym, not like a gym.
not like a gym
Stock barbells and a 50% off badge get scrolled past by everyone who might have joined. We produce fitness creative from inside your studio — real members, real coaches, the 6am light — in enough volume to keep testing, and we design the posters and social assets that carry the same brand on the wall and in the feed. It works with our paid social and creative strategy teams.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind a fitness brand people recognise.
Four workstreams
Concepts worth shooting, a production day inside your studio, design that holds up as a poster and as a Reel, and testing that keeps the winners running.
Concepts and angles
Production days
Design and brand
Testing and iteration
Ideas built on why people actually join.
Almost nobody joins a gym for the equipment list. They join because of a birthday, an injury, a photograph, a doctor, a friend already going. The market is huge — 81 million Americans held a fitness facility membership in 2025, and 26.1% of the population aged six and over is now a member — so the scarce thing is not audience, it is a reason to pick you.
We build a small set of angles from your own members and coaches, then write each one into scripts and design directions before anyone touches a camera. Ideas first, production second.
- Angles drawn from real member stories, not a template
- Scripts written before the shoot, not improvised on the day
- One promise per ad instead of five features
- A hook set to test, not a single hero film
81M
Americans held a fitness facility membership in 2025
A day in your studio, a quarter of creative.
Format decides performance in this category. In Pilotium's 2026 analysis of thousands of US gym campaigns, UGC-style video averaged 3.1% CTR and $6.20 per lead against 1.1% and $14.80 for static images, and the same data shows static creative losing half its performance in about 12 days against 35 for UGC-style video.
So we shoot for volume, not for one showpiece: members talking in their own words, coaches teaching a real cue, the room at its busiest and its quietest. One organised day usually yields a quarter of usable material.
- Member and coach interviews captured properly, not ambushed
- Vertical and square framing shot at the same time
- Class, floor and studio atmosphere covered
- Everything captioned, because most viewing is silent
3.1%
average CTR for UGC-style gym video against 1.1% for static images
$6.20
average cost per lead for UGC-style gym video against $14.80 static
One aesthetic on the wall, the poster and the feed.
Fitness brands leak credibility when the timetable poster, the studio signage and the social ads look like three different businesses. That inconsistency is also what stops an ad from being recognised as yours after the third impression, which is exactly when recognition starts paying.
We design the whole set from one system: ad layouts, timetable and challenge posters, story templates your team can fill themselves, and the in-studio graphics. Modern, legible at arm's length, and built so a manager can produce next month's version without us.
- One design system across ads, posters and studio graphics
- Editable templates your team can run without a designer
- Legibility tested at phone size and at wall distance
- Brand kit handed over in full at the end
85%
of video ads are watched with the sound off, so captions are not optional
Ship, measure, refresh before fatigue bites.
Fitness media is comparatively cheap — fitness and recreation averages $19.50 per lead on Meta against an all-industry $27.66 — which is precisely why weak creative survives so long in this category. The waste is invisible until you compare formats.
We run a hook test first, keep the winners in rotation, and put the refresh on a calendar tied to measured fatigue rather than to a feeling that the ads look tired.
- Hooks tested before full edits are cut
- Refresh scheduled against measured fatigue, not vibes
- Winners documented so the pattern repeats
- Reporting tied to trials and joined members
$19.50
average fitness and recreation cost per lead on Meta in 2026
12 days
before a static gym ad loses half its performance, against 35 for UGC video
Raw footage, editable files and the brand kit are handed over
Creative is judged on trials and joined members, never on likes
Weekly working session with the people doing the work
Long-term lock-ins
We made the difference for those brands
Food & beverage
B2B software, fintech, insurance
Home essentials, appliances, kitchen & pet
B2B software, fintech, insurance
Beauty, personal care & wellness
Home essentials, appliances, kitchen & pet
Consumer tech and platforms
Creative, content, arts & culture
Creative, content, arts & culture
Consumer tech and platforms
Consumer tech and platforms
B2B software, fintech, insurance
Apparel and lifestyle
Creative, content, arts & culture
Retail & commerce
Apparel and lifestyle
B2B software, fintech, insurance
Home essentials, appliances, kitchen & pet
B2B software, fintech, insurance
Consumer tech and platforms
Beauty, personal care & wellness
Beauty, personal care & wellness
Consumer tech and platforms
Healthcare & regulated services
B2B software, fintech, insurance
B2B software, fintech, insurance
B2B software, fintech, insurance
B2B software, fintech, insurance
Apparel and lifestyle
B2B software, fintech, insurance
01 — The challenge
Your ads look like every other gym's ads.
Same stock dumbbell, same neon gradient, same discount badge. The person scrolling cannot tell your studio from the chain two streets away, so the only remaining difference is price — and a membership won on price leaves on price. Meanwhile the material that would actually persuade them is standing on your floor at six in the morning, unfilmed.
“We post constantly. It just does not look like us, and it does not work.”
The format gap is measurable: UGC-style gym video averages $6.20 per lead against $14.80 for static images, while median annual member retention sits at 66.4%, so creative that attracts the wrong member is expensive twice over.
02 — Our approach
Angles from your members, then volume, then testing.
We start in your studio rather than in a design tool. An afternoon with your coaches and a handful of members produces the angles that matter: what people were afraid of before they joined, what changed at week three, which coach they mention by name. Those become scripts and design directions, and only then do we shoot. A production day is organised around volume rather than one hero film, because the format data is unambiguous about what performs and how quickly it wears out. Editing delivers a hook set in vertical and square, captioned throughout, plus the poster and story templates so the same aesthetic runs on the wall, in the timetable and in the feed. Then we test: hooks first, winners kept in rotation, refresh scheduled against measured fatigue rather than boredom. Everything is reported against trials and joined members, not impressions, and every raw file, template and brand asset is handed over to you. If a quarter produced nothing worth scaling, we say that plainly and change the angle rather than the excuse.
03 — What we did
From a studio afternoon to a tested library.
Angles, then a production day, then design and edits, then testing — with a working session every week.
Week 1 / Angles
An afternoon with your coaches and members
We collect the real reasons people joined and stayed, and turn them into a short set of angles and scripts worth filming.
Weeks 2-3 / Production
One organised day inside the studio
Member and coach interviews, class and floor atmosphere, vertical and square captured together, enough for a quarter of testing.
Weeks 3-5 / Design
One design system, feed to front wall
Ad layouts, timetable and challenge posters, editable story templates and studio graphics, all from one aesthetic.
Ongoing / Testing
Hook tests, winners, scheduled refresh
Hooks tested first, winners kept running, refreshes timed against measured fatigue and reported against trials and joins.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Raw footage, editable files and the brand kit are handed over in full and stay yours.
Creative angle set
The handful of angles worth filming this quarter, drawn from your own members and coaches rather than a template.
Production day
An organised shoot in your studio: interviews, class atmosphere, vertical and square captured together.
Ad edit library
A hook set cut for feed, Reels and Stories, captioned throughout and built for testing rather than for applause.
Poster and print design
Timetable, challenge and promotion posters plus studio graphics, legible from across the room.
Template kit
Editable social and story templates your team can fill each week without waiting on a designer.
Test read and refresh plan
What won, what fatigued, and the calendar for the next batch, reported against trials and joins.
HOW WE WORK
Operating standards, not promises.
Operating standards
Boutique studios
Strong identity, small room: the aesthetic is the product, so design consistency does most of the selling.
ExploreFull-size clubs
Four member types in one building, so the angle set has to speak to four different mornings.
ExploreMulti-site and franchise
One system, local footage: templates each site can fill without the brand drifting apart.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
FAQ
What gym owners ask us first.
Do we need professional video, or is phone footage enough?
Phone-shot material is often the stronger performer, which is good news for your budget. In the 2026 gym campaign data, UGC-style video averaged 3.1% CTR and $6.20 per lead against 1.1% and $14.80 for polished static creative. What we bring is not gloss, it is direction: the right angle, a script that gets to the point in three seconds, framing that works vertically, and captions. We shoot on proper kit where it helps and deliberately keep the raw, in-the-room feel where it converts.
How much creative do we actually get from one day?
Usually a quarter's worth of testable material: a set of hooks, several full edits per angle, vertical and square versions, plus stills pulled from the same day for posters and social. That volume matters more than polish, because a single hero film gives you nothing to compare against. We agree the exact deliverable list before the shoot so nobody is guessing, and everything including the raw files comes to you afterwards.
How often does gym creative need refreshing?
More often than most owners expect, and the timing is measurable rather than a matter of taste. The same 2026 data set puts static gym creative at about 12 days before performance halves, carousel at 18, short-form video at 28 and UGC-style video at 35. We watch your own numbers rather than the benchmark, put the refresh on a calendar, and keep a bank of unused cuts from the last shoot so a refresh does not require a new production every time.
Will our members agree to be filmed?
More than you would think, and we make it easy and low-pressure. We ask in advance, brief people properly, film in short takes and never put someone on the spot mid-workout. Everyone signs a plain-English release and can withdraw later. In practice the members who agree tend to be your best advocates already, and their footage outperforms anything staged — which is also why we never use stock people pretending to be your community.
Do you design posters and in-studio graphics as well as ads?
Yes, and we prefer to do both because the brand only feels real when the wall and the feed agree. The same design system covers ad layouts, timetable and challenge posters, studio signage and story templates your team can fill each week. Everything is checked for legibility at phone size and from across the room, and the editable files are yours, so next month's poster does not require a purchase order.
How do we know the creative is working?
We judge it on trials and joined members, not on likes. Each angle is reported separately so the winner is obvious, and the media benchmark sits beside it: fitness and recreation averages $19.50 per lead on Meta against $27.66 across industries. Where creative moves cost per joined member, we scale it. Where a quarter produced nothing worth scaling, we say so and change the angle rather than quietly reshooting the same idea.
Can this help retention, not just sign-ups?
It genuinely can, and it is worth planning for. Industry churn fell to 7.1% in 2025, a decade low, with average tenure up to five years, and the clubs moving that number treat onboarding as a communication problem. The same production day gives us welcome films, first-session explainers and coach introductions, which are the assets that make week three feel less anonymous. Attracting the right member and keeping them are the same creative brief.
We are a small independent. Is this affordable?
Usually yes, because the expensive part of creative is a bloated production, not the thinking. A single organised day plus editing gives an independent studio a quarter of material, and the template kit means your team produces the weekly posts themselves instead of paying for each one. We scope to your media budget, and if the honest answer is that you should spend on trials before you spend on filming, we will tell you that.
Who owns the footage and the designs?
You do, completely, including raw files, project files and the brand kit. That is the arrangement from day one, so nothing needs unwinding later. If we stop working together you keep every asset and the templates keep working, and any music or stock element we use is licensed in a way that follows the asset rather than expiring with our relationship. We put that in writing rather than leaving it as a promise.
Do you run the ads as well, or only produce the creative?
Either. Plenty of clubs have media handled internally and simply need a better library, and we are happy to be the creative half. Where we do run the media, our paid social and analytics specialists work from the same plan, so a trial is attributed once instead of claimed twice. Either way you get the test read and the refresh calendar.
How long from first call to ads running?
Typically four to five weeks: a week to gather angles, a week or so to schedule and shoot around your timetable, then two weeks of edit and design before the first hook test goes live. We can move faster for a dated promotion, though speed usually costs volume rather than quality. After the first batch the cadence settles: a shoot day per quarter and a refresh batch in between.
What do you need from us?
Access to the studio for a day, a few members and coaches willing to talk, your timetable, and an honest sense of what you sell best. If you have a brand book we will work inside it; if you do not, we will build a small one as part of the design system. Everything else — planning, shooting, editing, design and the test read — sits on our side.
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