CASE STUDY:
Local Health Club
“We were surprised by how many people kept the postcard and brought it in days later. It helped us get in front of families and past prospects who were not seeing our online ads. The campaign paid for itself quickly.”
— Owner
Background
This local New Jersey health club group operates three neighborhood fitness centers. The clubs had loyal members, strong personal training programs, and a friendly community feel, but they were competing against national gyms, boutique studios, and low-cost fitness options nearby.
The owner wanted to grow membership without cutting dues too deeply. They needed a campaign that would bring in serious prospects, not just bargain shoppers chasing a free trial.
Solution
Members Today developed a direct mail campaign focused on local trust, convenience, and a strong limited-time enrollment incentive. Instead of pushing price alone, the postcard highlighted clean facilities, supportive staff, group classes, personal training, and the benefit of joining a local club close to home.
The campaign targeted households near each location, including former-member neighborhoods, family-heavy areas, and communities with strong fitness potential. Each mailer included a simple offer, expiration date, QR code, phone number, and instructions to bring the postcard into the club for redemption.