Transforming a small family-owned business into a million-dollar brand in 9 months.

about

LIVE FIT GYM

Founded 24+ years ago as a small chiropractic office, Live Fit Gym has evolved into a comprehensive wellness brand with 8 locations across San Francisco. Originally expanding into the gym sector 16+ years ago, Live Fit Gym has grown by integrating fitness with its foundational focus on chiropractic care & holistic wellness. Family-owned and committed to total body empowerment, Live Fit Gym offers not only fitness but a range of health services—including acupuncture, massage, spa, & sauna facilities.

Live Fit Gym stands out with its innovative use of cutting-edge technologies such as SoftWave Tissue Regeneration Therapy, Fit3D, and InBody scanners, providing clients with tailored insights & revolutionary wellness solutions. Members benefit from personal training, unlimited classes, and a holistic approach that empowers them to break past physical limitations & achieve meaningful results.

The CHallenge

lack of brand identity & Cohesion.

Live Fit Gym faced several critical challenges that needed to be addressed to secure its growth and differentiate it within a competitive market:

• Lack of Cohesive Brand Identity & Positioning
  The brand struggled with establishing a unified identity that resonated across all locations and services, making it harder for audiences to recognize Live Fit Gym’s unique value.
  
  
• Fragmented Messaging
  Inconsistent messaging made it difficult for Live Fit Gym to connect with a broader audience, impacting brand recognition and engagement.

• Need for a Scalable Marketing Strategy
  To support growth, Live Fit Gym required a comprehensive marketing strategy that could increase revenue and expand brand awareness across multiple locations.

• Competitive Challenges
  A major competitor adopted similar color schemes after Live Fit Gym’s most recent logo refresh, leading to brand confusion and dilution. Additionally, this competitor allegedly engaged in practices that blurred the distinction between the two brands, including possible trade dress infringement.
  
  
• Pricing Pressure
  Competing with a well-capitalized competitor with larger facilities and lower pricing, Live Fit Gym found it challenging to differentiate its value proposition to maintain customer loyalty at its existing price points.

These challenges underscored the need for a focused, strategic approach to elevate Live Fit Gym’s brand and position it as the go-to integrative wellness destination in San Francisco.

30%

Brand Recognition Rate

20%

Local Market Share

50%

Our Role:
Fractional Chief
Brand
Officer

When Live Fit Gym initially approached us, they were primarily focused on expanding their social media presence. However, we recognized that a successful social media strategy would be limited without a strong foundational brand strategy. As Fractional Chief Brand Officer, our role was to guide them through a comprehensive branding and marketing transformation, laying down the essential groundwork to build a sustainable and resonant brand.

Key Responsibilities

• Establishing Brand Strategy & Identity
  We convinced Live Fit Gym of the importance of developing a cohesive brand strategy and identity before diving into content creation. This foundational work ensured that every piece of content, from social media to on-site experiences, aligned with their mission and vision, creating a unified brand presence across all locations.

• Target Audience Definition
  Conducted in-depth research to define and segment Live Fit Gym’s target audience. This involved understanding their demographic profile, identifying key pain points, and determining what drives them to seek a comprehensive fitness and wellness experience. This clarity allowed us to tailor messaging that genuinely resonates with their ideal clients.

• Competitor Analysis & Market Research
  Performed a detailed competitor audit, analyzing their marketing campaigns, branding elements, social media presence, and pricing models. This analysis highlighted where Live Fit Gym could differentiate itself, especially against competitors with larger capital and overlapping brand aesthetics.

• Full Brand Audit & Positioning
  Conducted a complete brand audit to evaluate every aspect of LiveFit Gym’s brand presence, from their logo and color scheme to messaging across locations. We examined whether each location was consistently aligned with the brand’s core values or if they operated as independent entities. This audit also extended to their website, where we optimized SEO and ensured the brand’s digital presence was cohesive and impactful.

• Positioning as a Leader in Integrative Fitness
  Developed a unique positioning strategy that positioned Live Fit Gym as a leader in holistic, integrative wellness. We emphasized their all-in-one model, blending fitness, recovery, and wellness services. This positioning required a nuanced understanding of the fitness industry and a deep belief in holistic health, which we leveraged to communicate Live Fit’s distinctive value proposition effectively.

• Content Strategy & Empathetic Messaging
  With an understanding of the importance of pre- and post-workout recovery, we developed a content strategy that highlighted not only the physical fitness aspects but also the wellness journey. By emphasizing the importance of recovery, chiropractic care, and wellness therapies, we showcased Live Fit Gym as more than just a gym, but a sanctuary for full-body empowerment. This required a high degree of empathy to understand and address the needs and pain points of their target audience, reinforcing Live Fit Gym's commitment to nurturing their clients.

• Social Media Strategy & Execution
  With the foundational strategy in place, we crafted a targeted social media approach that reflected Live Fit Gym’s core values & unique offerings. This included developing branded content, engaging posts, and cohesive campaigns across platforms, all designed to reinforce their new brand positioning.

• Development of Marketing Materials & Campaigns
  Oversaw the creation of comprehensive marketing materials, including mailers, digital ads, and email campaigns, ensuring that all elements were on-brand and aligned with our established strategy. By ramping up campaigns, including highly successful mailer campaigns that expanded reach from 60,000 to 100,000 recipients, we were able to significantly boost engagement and drive new member sign-ups quarterly.

• Personal Trainer Empowerment & Brand Cohesion
  Positioned Live Fit Gym’s personal trainers as wellness experts, highlighting their role within the holistic health model. This strategic focus on trainers as core ambassadors of the brand enhanced client trust and connection while reinforcing brand cohesion across every interaction.

Through these combined efforts, we helped Live Fit Gym transform into a well-defined, cohesive brand that resonates deeply with its target audience, setting them up as a trusted leader in integrative wellness and fitness. This level of detailed, empathetic work has been instrumental in driving sustainable growth and fostering meaningful connections with their clients.

Strategy & Execution

• Mailers
  Designed targeted mailers  to engage residents & businesses surrounding the 8 locations and gyms. Expanding reach from 60,000 to 100,000 and driving significant engagement.
  
  
• Email Campaigns
  Designed & executed weekly email campaigns targeting both prospects & existing members. These emails featured engaging content that highlighted exclusive specials, enrollment offers, seasonal deals, & membership sign-up incentives. For current members, the campaigns emphasized Live Fit Gym's holistic wellness services, including spa, acupuncture, & massage, encouraging members to explore the full range of offerings. Each email was crafted to maintain brand consistent, foster a sense of community, & drive engagement & conversions.
  
  
• Visual Assets
  Developed posters, signage, gym decals, sandwich boards, stickers, & other visual assets to create a cohesive in-gym experience that reinforced brand identity.
  
  
• Brand Swag
  Created branded merchandise (swag) to enhance members loyalty & foster a sense of community, ensuring brand presence both inside & outside the gym.



Content Production

• Directed Photoshoots & Videography
  Directed professional photoshoots and videography sessions to capture the essence of Live Fit Gym’s services & unique environment. Each shoot was meticulously planned, including script writing, set setup, and directing, to ensure high-quality, impactful content that resonates with the target audience.

• Interviews & Live Video Sessions
  Conducted interviews with trainers and staff, as well as live video sessions, to give audiences an authentic glimpse into Live Fit Gym’s offerings. This approach helped build trust and relatability, reinforcing Live Fit Gym’s position as a leader in holistic fitness.
  
  
• Consistent, Effective Content Creation
  Established a regular schedule for content production, ensuring a steady flow of fresh, engaging material across all channels. This consistent presence helped maintain brand visibility and engagement.

• Digital Advertisements
  Produced digital advertisements tailored to each platform, driving awareness and engagement. One of the most successful video, created for the Fairmont Live Fit Wellness Spa, achieved a reach of 165,000+ views.

• Quarterly Paid Ads
  Executed quarterly paid advertising campaigns on platforms like Google, Meta, TikTok, and Yelp. These campaigns increased brand reach, awareness, and website traffic, achieving approximately 7% month-over-month growth in site visits.

SPOKESMODELING

• Brand Representation & Image Building
  Developed a spokesmodeling initiative to represent Live Fit Gym’s values and expertise in a relatable, human-centered way. Our spokesmodel role became the face of the brand, enhancing its image and connecting with audiences on a more personal level.

EMPOWERMENT OF PERSONAL TRAINERS

• Interviews & Brand Connection
  Conducted in-depth interviews with personal trainers to understand their specialties and personal stories. This process fostered a strong sense of connection between trainers & the Live Fit Gym brand, allowing trainers to authentically represent the brand while strengthening their individual client relationships.

• Business Support for Trainers
  Through brand alignment and marketing, we empowered trainers to increase their client base and succeed under the Live Fit Gym umbrella, reinforcing the brand’s holistic approach and expanding its community.
  

HOLISTIC MESSAGING & WELLNESS DEPT.

• Targeted Wellness Content
  Developed messaging to showcase Live Fit Gym’s holistic wellness offerings, including acupuncture, SoftWave therapy, and chiropractic care. Tailored content was crafted for specific demographics and audiences interested in integrative health solutions, ensuring targeted reach and resonance.
  
  
• Live Fit Spa at the Fairmont Hotel
  Revamped the spa’s brand presence and digital profile, creating a cohesive online identity and managing social media & review site profiles. Built out Yelp, Google, and Meta profiles to increase visibility & manage engagement with potential clients, emphasizing the spa’s premium services in the wellness space.
  

• Multi-Platform Ad Management
  Oversaw & managed advertisements across multiple platforms, including Yelp ads, Google ads, Meta ads, and TikTok ads. This multi-channel approach ensured a broad reach and supported consistent brand visibility.
  
  
• Targeted Campaign Execution
  Each ad was carefully tailored to the platform and audience, ensuring effectiveness and alignment with Live Fit Gym’s values and offerings. By managing these campaigns holistically, we maximized the brand’s digital footprint and strengthened its reputation as a leader in fitness and wellness.

Results

A million-dollar transformation.

Revenue Growth

• Achieving $1 Million in 9 Months
  Through the comprehensive brand and marketing strategy, Live Fit Gym experienced significant revenue growth, reaching $1 million within just nine months. This milestone underscores the effectiveness of the strategic changes in driving profitability and positioning Live Fit Gym as a leader in holistic wellness.
  
  

Mail Campaign Success

• Expanding Reach from 60,000 to 100,000
  The initial mail campaign targeted 60,000 local residents and businesses, which laid the foundation for brand awareness. Building on this success, we expanded to a 100,000-recipient campaign, further amplifying brand authority and increasing reach. This expansion strengthened Live Fit Gym’s presence in the community and boosted engagement with prospective clients.

Text Campaign Impact

• Direct Sign-Up Engagement
  Leveraging targeted text campaigns, Live Fit Gym was able to drive an average of 60 new member sign-ups per campaign. This direct communication channel proved highly effective for reaching potential members and driving immediate engagement.

Engagement Metrics

• Digital Ads Reach
  Through consistent digital advertising efforts, Live Fit Gym’s digital ads now achieve a reach of approximately one million views per month, greatly enhancing brand visibility and reinforcing its authority in the fitness and wellness sector.

• Google Ad Spend Efficiency
  The Google ad campaigns resulted in half a million in revenue, demonstrating a highly effective return on investment. By optimizing ad spend for the lowest possible cost, we maximized the impact of each dollar, ensuring a broad reach with minimal expenditure. Our strategy worked, and particularly for the Valencia St/Mission Live Fit Gym location, sees 400K impressions & high CTR.
  
  

Consistent Connection & Community Building

• Fostering a Holistic Community
  Our consistent brand messaging and community-oriented content have cultivated an empowered online community. By featuring stories that celebrate physical, mental, emotional, and spiritual wellness, Live Fit Gym has built a supportive environment where members feel encouraged to take control of their health.
  
  
• Empowerment & Engagement
  The community engagement strategy emphasizes empowerment and self-care, resonating with audiences who value a holistic approach to health. This connection has fostered a loyal, engaged community that supports Live Fit Gym’s mission and strengthens its brand presence both online and offline.

This layout highlights the impressive results achieved, from revenue growth to community building, emphasizing how each initiative contributed to Live Fit Gym’s success and reinforced its identity as a holistic wellness brand. Let me know if you need further adjustments or additions!

Month-over-Month

Revenue

1.5M+

Month-over-Month

Digital Reach

75%

Membership Growth

The impact

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