OJ Gyms is a fast-growing gym group with six successful locations across Devon, known for creating inclusive, community-driven gyms with a unique design twist. Their seventh site, OJ Gyms Tiverton, was set to be their largest and most ambitious yet, with state-of-the-art facilities, multiple training zones and 24/7 access.

With a new town to break into, the brand needed a launch campaign that would not only drive early membership sales but also generate curiosity and excitement in Tiverton ahead of opening. Having handled most of their previous promotion internally, the team wanted a more structured, creative approach to ensure a strong start for their biggest project to date.

We were tasked with delivering a six-week build-up campaign, combining digital, social, email and local marketing. The focus was on teasing the launch, promoting an exclusive early bird membership offer, and positioning OJ Gyms Tiverton as the premier fitness destination in the area.

From the outset, our role was to guide OJ Gyms through the launch strategically, ensuring every stage of the campaign was carefully timed to build momentum. We worked closely with the team to map out a six-week timeline, beginning with intrigue and mystery before moving into reveal and conversion.

A key part of our input was advising on the early bird membership offer. By launching it early and positioning it as the lowest price that would ever be available, we created urgency and gave people a clear reason to sign up before opening day. We also structured the communications plan, from teaser messaging and countdowns to the announcement itself to ensure each touchpoint kept the audience engaged without revealing too much too soon.

Our role extended beyond execution into shaping the overall strategy. We advised on when to announce the Tiverton location, how to balance mystery with clarity, and the most effective way to stagger social content, email campaigns, local advertising and press activity. This ensured the campaign had a consistent thread while reaching audiences across multiple channels.

Paid social was a key driver in raising awareness locally and converting interest into memberships ahead of launch. We built a campaign around strong creative diversity, ensuring ads cut through in the feed and resonated with different audience types.

Dynamic copy variations were tested across the campaign, from short, punchy captions to longer story-led posts and offer-driven messaging. This allowed us to learn quickly which angles, whether focused on value, community or facilities, generated the strongest response.

Creative formats were deliberately varied. Video was used to showcase behind-the-scenes footage and staff talking directly to camera, giving a personal and authentic feel. Carousel ads highlighted the different training zones and classes, while single image graphics were used for bold, attention-grabbing offers and countdowns. This mix ensured we reached people with content that suited both scrollers looking for quick information and those willing to engage more deeply.

The combination of strategic targeting, creative diversity and flexible messaging meant that the ads not only built strong awareness in Tiverton but also drove consistent clicks through to the landing page, where the early bird offer could be secured.

• £1.66 per membership sign up
• 157 sign ups 
• 19926% ROAS (return on ad spend)

To support the campaign and capture leads at every stage, we created three distinct landing page designs that evolved as the launch progressed.

The first page was a mystery countdown. With minimal detail, it featured a timer ticking down to the big reveal and an email sign-up form to capture interest. This allowed us to build a database of potential members before the gym had even been announced.

Once the location was revealed, the landing page switched to an offer-focused design. This version put the early bird membership front and centre, with clear messaging on the £27.50 per month rate, its limited-time nature, and the savings compared to the usual price. Strong calls to action and simplified layout ensured conversions were the priority.

Finally, as the gym opened, the landing page was updated to a permanent Tiverton site page, showcasing the full range of facilities, classes and zones. This version positioned OJ Gyms Tiverton as a flagship site, with strong SEO copy to attract ongoing organic traffic for searches around “Tiverton gym” and “Tiverton fitness classes.”

Together, these three iterations gave the campaign a smooth digital journey, taking prospects from intrigue, to sign-up, to long-term engagement with the new gym.

• 3,315 website page views in 4 weeks
• Already out-ranking competitor gyms in the area. Number 2 for ‘Tiverton Gym’ within one month and 1st for ‘gym in Tiverton’

• Organic clicks from Google search include:
• 101 clicks for ‘new gym Tiverton’
• 110 clicks for ‘Tiverton gym’
• 1,126 clicks for ‘OJ Gym Tiverton’

Email played an essential role in keeping the Tiverton audience engaged throughout the six-week campaign. With the countdown landing page capturing early sign-ups, we were able to build a local database before the gym was even announced and use it to nurture excitement and drive conversions.

As launch approached, reminder emails emphasised urgency and exclusivity, reinforcing the message that £27.50 per month was the lowest price that would ever be available. We also used email to promote hard hat tours, giving potential members the chance to step inside before opening and experience the facilities first-hand.

• 301 email sign ups in six weeks

To ensure OJ Gyms Tiverton reached audiences beyond digital, we supported the campaign with a strong presence across the town. Eye-catching leaflets were distributed in key locations and through door-drops, highlighting the early bird offer and driving people online to secure their membership. Designs were kept bold and benefit-led, making them quick and easy to digest. We also designed a leaflet especially for corporate deals. 

We also explored local sponsorship opportunities, aligning the OJ brand with community events and touchpoints to reinforce its positioning as a sociable, community-focused gym. This grassroots approach helped build credibility and visibility within Tiverton, introducing OJ Gyms to people who might not have seen the campaign online.

The campaign successfully built anticipation in Tiverton, with strong engagement across social channels and email sign-ups in the pre-launch phase. The clear, limited-time offer drove significant early uptake, helping OJ Gyms Tiverton open with a strong membership base and wide local awareness. The mix of mystery, community focus, and value-led messaging helped position OJ Gyms as Tiverton’s most exciting new fitness destination.

• Hundreds of members signed up before the gym even opened! 

OJ Gyms return on their investment (after taking into account costs to hire Lemon Tree and ad spend) 3557.56%!