The results

Across eighteen months of partnership, CSG has seen measurable improvement across their core performance metrics.

Revenue up 20% across their fleet. Across their studio fleet in the US and UK, CSG has seen revenues increase by 20%. That is not growth in a single location or a single market – it is consistent improvement across a diverse, multi-brand, multi-region operation.

Cost per lead down multiple dollars. Reducing cost per lead at scale, across multiple brands and geographies, requires more than budget optimisation. It requires localised creative, precise targeting and ongoing refinement. CSG has seen that cost come down consistently.

Studios actively growing members in multiple digits. Studios that were in turnaround have actively grown their member base. New studios have ramped quickly. The master franchise network across Europe has been supported through onboarding.

The scale of the partnership

The breadth of what Social Fitness has delivered for CSG is worth understanding in full.

F45 Training. Social Fitness has worked across more than 40 F45 studios across the UK and US, covering markets from California to Houston, the Midwest, the Northeast and Florida.

FS8. We have delivered pre-sale and launch campaigns for all 10 of CSG’s FS8 studios. The most notable of this summer’s launches was the FS8 Hamptons pop-up – a high-profile opening in one of the most competitive fitness markets on the East Coast.

VAURA Pilates. Social Fitness launched the first VAURA studio in North America, right in the heart of New York City. The campaign built momentum for the brand ahead of a strong opening, delivering a strong flow of intro offers and members from day one.

European master franchise. CSG holds the master franchise for F45 and FS8 across Europe, overseeing around 100 locations. Social Fitness has supported the onboarding of new studios across the master franchise network, developing communication channels across regional, district and studio manager levels.

How it works: localised marketing, not blanket campaigns

The scale of CSG’s operation makes a one-size-fits-all approach unworkable. A studio in Houston behaves differently from one in New York. A new FS8 in a new market requires a different strategy to an established F45 in an existing one.

Social Fitness’s approach with CSG has been built around localisation. Every studio works on its own campaign strategy, its own creative and its own market-specific targeting – blended with streamlined checkout processes and coordinated seasonal campaigns including Black Friday.

Travis describes what this looks like in practice:

“Social Fitness has worked with our individual levels across all of our regions. They have developed communication channels amongst our regionals, districts and even focus with our studio managers. And what that has done has really enabled our local markets to really focus and develop individual game plans that have really led to extreme execution across every market. This is what I think really separates Social Fitness from other players in the game.”

Travis Frenzel, CEO, Club Sports Group

Looking ahead

The partnership between Social Fitness and Club Sports Group is not standing still. CSG has a significant pipeline of new studio openings across multiple brands and markets, and Social Fitness will be part of bringing each one to life.

“Our future with Social Fitness is huge. Multiple digits of new studios coming online. Some of our success is driven solely because of the marketing efforts from Social Fitness. We believe they’re a huge part of our success.”

Travis Frenzel, CEO, Club Sports Group

Work with Social Fitness

If you operate a multi-site fitness business, a franchise network or are preparing to launch into new markets, we’d love to talk.