Own your distribution channel
You are tired of paying for the same reach over and over. By building your own pages, you are creating a distribution engine that you don't have to rent. This allows you to test your creative and drive traffic as much as you want without worrying about ad cost spikes. This is how you win. When you own the distribution, you can run as many experiments as you need to find the winning formula for membership signups. It is the ultimate advantage for anyone focused on fast, efficient growth.
Scale with a managed network
To build this at scale, use a managed content network. A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This gives you the scale you need to test and convert at a massive level. It is the most efficient way to build a high-performance distribution network.
Optimize for conversion velocity
Your goal is to get people into the gym as fast as possible. Use your owned audience to test different sign-up offers, landing pages, and messaging. Because you own the audience, you can get results quickly. If an offer isn't converting, change it. If a landing page is slow, fix it. You have the total control you need to make these improvements immediately. This is how you drive growth and show your team that your strategy is working, day in and day out.
Keep your CAC low
The more you own, the less you spend on acquiring new members. This is the simplest way to improve your profitability. As you build your owned audience, watch your customer acquisition cost drop. This gives you more room to grow, more money to invest in your gyms, and more ways to stay ahead of the competition. Keep your focus on the data, keep testing your creative, and keep building your distribution. This is the path to a high-growth gym chain that makes money.
Heads of growth should build owned distribution networks to drastically lower customer acquisition costs and scale gym memberships.
See your network before you hire.
Tell us what your gym chain already makes and how you get customers today. We'll show you a real network running live and tell you honestly whether it fits. It costs about the same as one marketing hire.
Follow-up questions
What is the best metric to watch?
Cost per acquisition. If your owned pages are consistently lowering this cost, you are succeeding.
How do I deal with platform bans?
It happens. Use a provider that rotates your accounts and replaces them quickly. Don't let a ban stop your growth.
How do I scale signups?
Use your network to drive traffic to your trial signup page. Make sure the landing page is perfect.