How George drove real, local membership demand for Nike Studios' first physical fitness studios in California, at half the projected cost per lead.
Nike Studios is a premium fitness studio brand. When it opened its first physical studios in California, its operating partners needed a sharp media buyer who could turn a launch into real, paying membership demand.
They brought George in to own the advertising. The brief was simple in ambition and hard in execution: fill new studios with members, fast, without overspending to do it.
Launching a brand-new physical studio concept means building local membership demand from zero. Each California market had to be made aware of the studios and then converted into paying members, both before and at opening.
All of that had to happen on a tight cost per lead. Awareness alone was never the goal, the campaigns had to deliver members at an efficient CPL, not just reach.
We built a multi-channel lead-generation strategy across paid social and Google Ads, pairing top-of-funnel awareness with high-intent search demand to introduce Nike Studios in each market.
Media was tightly geo-targeted to each California studio location, so spend concentrated on the local audiences who could actually walk in and become members.
We sent that demand to conversion-focused landing pages built around a membership presale offer, then optimized continuously toward a lower cost per lead.
The campaigns delivered 4X the membership targets at studio opening across the California studios, all at half the projected cost per lead.
Everything landed on time and under budget, exceeding expectations for the launch.
I had the pleasure of working with George as the media buyer on several of my brands across two different companies. We brought him on to help navigate a range of complex challenges, and he delivered every time. The business needs and goals varied significantly from brand to brand, but George adapted quickly and brought smart, strategic thinking to each one.
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