CASE STUDY:
Regional Health Club Chain
“We needed something that could scale across 18 locations without feeling generic. The direct mail campaign gave every club a local push, and the response was stronger than several digital campaigns we had running at the same time.”
— VP of Marketing
Background
This regional health club chain had 18 locations across the Eastern United States and a strong brand presence in several competitive markets. The clubs offered group fitness, personal training, aquatics, youth programs, and family memberships. Even with solid name recognition, the chain was seeing uneven lead flow between locations.
Some clubs were near capacity during peak seasons, while others had room to grow but struggled to get attention from nearby households. Leadership wanted a scalable campaign that could support multiple clubs while still giving each location a local feel.
Solution
Members Today created a segmented direct mail program using location-based household targeting. Each club received a customized mailing zone based on drive time, population density, income range, family makeup, and past membership opportunity.
The campaign used a strong seasonal membership offer with unique tracking by location. Mail drops were timed around high-intent fitness periods, including New Year planning, spring reset, and back-to-school routines. Members Today also helped the internal team align the offer with front desk scripts, follow-up calls, and online inquiry handling.