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Several years of marketing for a Birmingham fitness studio

True40, Fitness studio, Birmingham, AL

True40 is a fitness studio in Birmingham. Over several years AVO built and ran its website, built the on-demand workout portal that became True40 Anywhere, produced the workout and banner videos, ran its Meta ads for membership sign-ups, and photographed its classes.

Services
Custom Web DevelopmentVideo ProductionMultichannel MarketingSocial Media ManagementCommercial Photography
Delivered
2023
A True40 instructor in a headset mic leads a mat class with stability balls, photographed by AVO Dynamics

Results

  • 20%better search performance after a technical SEO fix

    AVO's report to the client · The month after the fix

    See the website and search repair

  • 1.98xreturn on ad spend for membership sign-ups

    AVO's earlier portfolio, confirmed by the owners · First two months of the campaign

    See the ad campaign

  • 13%lower cost per purchase

    AVO's report to the client · The first 20 purchases against the later campaign average

    See the ad campaign

The challenge

True40 sells memberships, class packs, and on-demand workouts. Its tracking couldn't say which ads paid for themselves, and its on-demand classes lived on Vimeo On Demand instead of an offer of the studio's own.

The studio had more than one owner over those years, and it spent a stretch with another vendor during a rebrand. The rebrand left the sitemap and the site tracking broken.

What we did

For several years one team ran all of it: the website, an on-demand portal of the studio's own, the video, the paid ads, and the photography. One dashboard tracked Meta Ads, Google Business Profile, and search together.

The outcome

The membership ads paid for themselves within two months, and the SEO fix lifted search performance within a month. AVO then started talks with the owners on customer acquisition cost, lifetime value, and a profitability workshop.

Website and search repair

AVO built and ran True40's website. After a rebrand, True40 moved to another vendor, then came back to AVO. A technical SEO correction, fixing the sitemap and rebuilding the site tracking, lifted search performance by about 20% within a month. AVO also moved the domain off GoDaddy and fixed the email signup on phones.

Workout videos

AVO built True40's on-demand workout portal and produced the workout videos and website banner videos for it. The portal became True40 Anywhere, a quarterly on-demand membership that replaced Vimeo On Demand, priced for unlimited members, class-pack clients, and new customers.

Take 01, Workout videos
  • Take 02, Website banner
  • Take 03, The Workout banner

Ad campaign

AVO integrated the website with the major ad platforms, rebuilt the site tracking, and put Meta Ads, Google Business Profile, and search in one dashboard. It ran the Meta campaigns for membership sign-ups, kept staff out of the audience, and made the ad and social creative from its own studio photography.

Ran on, Facebook, Instagram
  • True40 Instagram collage: a group of members laughing together beside class photos and the True40 Fitness Studio wordmark
  • True40 "Slide Into Fall" promo: a barre class framed by autumn leaves
  • True40 Instagram collage: two members laughing on the studio floor beside class photos and the True40 Fitness Studio wordmark

Studio photography

Photos of True40's classes in its Birmingham studio: mat, sculpt, and suspension classes, with members and instructors at work. The shoot fed the studio's ads, social posts, and website.

  • True40 members lunge through a sculpt class in the bright Birmingham studio, photographed by AVO Dynamics
  • A row of True40 members works on suspension straps along the studio windows, photographed by AVO Dynamics
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