Customer acquisition and retention

How can we build back up after relocating?

The challenge

TSoI started working with local outdoor gym, Yoked Fitness, in October 2025 after changes to the community space the gym had been based at forced the gym to relocate to a different ward, further from their existing customer base. As a result, membership had dropped steeply.

Our goal was to sustainably build back up over the next year from ~90 members to 150. At the 6-month point, we are on track to exceed our initial target and instead reach operating capacity (170) by the end of the year.

What we did

  • Supported the founder to prioritise and deliver site and service improvements, and customer-centric marketing campaigns

  • Bi-weekly check-ins and quarterly planning and prioritisation

  • Service blueprinting to reinforce customer-centric thinking and identify bottlenecks and inefficiencies

  • Launched a short customer feedback survey to identify current strengths and weaknesses, leading to a programme of site and service improvements over the following months. This also gave us insight into what customers value most - which we then used to write compelling marketing messages.

  • Sentiment analysis of customer reviews

Output

Marketing messaging to attract new members

  • A new headline message, and a set of clear hooks 

  • We ran a local flyer and poster campaign, updated the website, and created large-format signage using the new messaging and hooks

Improved onboarding and intro journey

  • Made changes to how membership credits are spent, making access more flexible while retaining reliable recurring revenue. Updated the gym’s terms and conditions and ran a communications campaign to ensure these changes were communicated clearly

  • Launched an email campaign for new members, introducing them to the gym and the key skills, concepts, and safety tips that will help them make the most of their membership

Site and programme improvements to enhance the member experience

  • Invested in shelter – overhead cover, matting, and branded wind breaks

  • Introduced fitness standards and ran a performance tracking trial

Outcome

  • Increased new memberships by 63% in 6 months

  • Retained 92% of existing memberships in the same period