Client Anytime Fitness

Anytime Fitness is an international 24 hour fitness brand that is now growing throughout the UK. Their new Halesowen location was opened in 2018.

Griff & Co were tasked with launching the Halesowen location and were targeted with generating 500 new members before the fitness club opened. From start to finish the project ran for 10 weeks.

Services Delivered

  • Setup of Social & Digital Marketing Channels
  • Social Media Comms Management
  • Social Media Advertising
  • Email Marketing
  • Local PR

The Challenge

Anytime Fitness was an unknown brand in Halesowen and its surrounding areas, and the town already had a high number of gyms in close proximity. We also identified a mismatch between the brands typical demographic and the core demographic you’d typically find in Halesowen. Pricing was the highest in the town so the high level of service, customer experience, 24 hour opening USP and personalised approach were key elements to communicate.

Griff & Co were approached quite late on in the lifetime of the project, so the timeframe for success was short.

The Results


New membership signups


Total click to online membership sign up page


Total engagement

How We Did It

We combined social media comms, social advertising and remarketing with local PR – both from a b2b and b2c standpoint. Large businesses in the local area were targeted, offering incentives for group employee signups. The 24 hour opening time for the gym  worked extremely well with the large number of shift-based businesses in the area.

All touch points across digital platforms included automated remarketing funnels set up by our team. Direct website visitors were converted into social followers and/or email subscribers.New audiences from social were sent to the website to learn more about the club, then converted into phone enquiries or email subscribers, ready to be contacted as soon as membership signups went live.

Anytime Fitness had to quickly become part of the local community so introducing the team via social media was really important. Facebook and Instagram allowed the team to personally communicate updates and news about the launch, while instantly answer questions. This made it easy for a large number of people to get to know the team.

When it was time for memberships to be sold, Anytime Fitness had a strong email and social audience waiting to sign up. This careful planning and detail pre-launch marketing plan meant they could hit the ground running from their first day of business.

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